More! More! More!

On the individual level, we are inspired to constantly increase our incomes and our standards of living. Even if you are quite satisfied with your current conditions, you should strive for more. Yesterday’s luxuries become today’s necessities. If once you could live well in a three-bedroom apartment with one car and a single desktop computer, today you need a five-bedroom house with two cars and a host of iPods, tablets and smartphones.

It wasn’t very hard to convince individuals to want more. Greed comes easily to humans. The big problem was to convince collective institutions such as states and churches to go along with the new ideal. For millennia, societies strove to curb individual desires and bring them into some kind of balance. It was well known that people wanted more and more for themselves, but when the pie was of a fixed size, social harmony depended on restraint. Avarice was bad. Modernity turned the world upside down. It convinced human collectives that equilibrium is far more frightening than chaos, and because avarice fuels growth, it is a force for good. Modernity accordingly inspired people to want more, and dismantled the age-old disciplines that curbed greed.

Yuval Noah Harari