“In a world drowning in add-to-cart notifications, something unexpected is happening in Japan”
That was the introduction of a video I saw last week. It got me hooked from the start.
The title of the video was “Japan’s Quiet Revolution: When buying Nothing Becomes Everything.“
Yes, Japan is a country that fascinates me and I hope to go there some day.
But it was the second part of the title that sparked my curiosity.
When buying nothing becomes everything.
That speaks to all the expectation we have at this time of year.
What did you get for Christmas?
Christmas is approaching and I know that you too are looking for
thoughtful gifts, ploughing through an endless stream of advertisements and
trying to recover from the gauntlet that is Black week.
Billions are spent each year on convincing you that you are not good enough.
That you need this… [insert random shiny object]… in order to be happy.
That you need to buy something that will fix all your problems.
So… do you remember what you got last Christmas? How about the year before?
If that is hard to remember, maybe that is a signal that you either
get too many gifts that don’t matter, or that you already are focusing on
what is truly important and worth remembering.
If I ask you, “what do want for Christmas?”
Do you have a clear gift in mind or are you one of those who say, “I already have everything”.
That answer is sometimes frowned upon and it might feel strange giving others that answer.
It shouldn’t be interpreted though as a not knowing what you want, but rather a deeper
realization that what I want, is not something that can be bought and put in a box.
What brings you gratitude?
I am well aware that giving someone a box of nothing, is not a very good gift.
And my main point with this letter is not to get into a deeper philosophical
discussion about gift giving or how we show appreciation.
I rather want to question our desires and ask what is it we truly want.
If I ask you what you are you truly grateful for right now…
What fills you up with gratitude?
Most people I ask this question, gravitate towards family, friends and close relationships.
They might mention their health, being able to walk the dog each morning,
perform a hobby or being part of a project or community.
I have not yet found one single individual who is
grateful for the new phone they bought on Black Friday last year.
So what are you grateful for? Your loved ones, or your stuff?
Are you living in a home, or (to use a stunning quote from the video),
“a museum of forgotten purchases”?
Buying less will not make you unhappy
Humanity is today in a very peculiar situation.
And we can’t consume our way out of the situation we are in.
And this video showed me that there are many who start to realize this.
From the Satori generation in Japan, to America’s Buy Nothing Project and
the Degrowth movement in Europe. All across the world people start to
question what we truly need to live a happier life.
As pointed out in the video:
In a world screaming for more. Some have started to whisper… enough
What happens when that whisper grows?
I don’t know.
But I do know that if people are happy and living a fruitful life, others would be interested in knowing their secret.
And maybe that secret can be revealed in buying less stuff.
Want to continue the conversation,
send me a DM on LinkedIn
Until next time!
Daniel - The Talking Bridge
Ps. Music Motivation:
