Stuffocation

1. We're suffering from Stuffocation: Too much stuff is making us unhappy and overwhelmed.

Overwhelmed and suffocating from stuff, we are feeling Stuffocation.

Feeling stifled. Instead of feeling enriched by our possessions, many in developed countries feel burdened and stifled by them. More stuff now means more hassle, more to manage, and more to think about in our already busy lives. This feeling of being overwhelmed by material goods is termed "Stuffocation."

Questioning the equation. The traditional happiness equation, often equating more money and more things with greater happiness, is proving wrong for many. People like Ryan Nicodemus, despite achieving financial success and accumulating possessions, found themselves unhappy and questioning the value of their stuff. Surveys indicate millions feel they would be better off living more simply with less.

A perfect storm. Stuffocation is the result of multiple long-term trends converging, creating a "perfect storm" for our materialist culture. These factors include:

• Stress caused by possessions ("affluenza," "status anxiety")
• Environmental concerns (resource depletion, pollution)
• Stable upbringings leading to post-materialist values
• Demographic shifts (ageing population, urbanization)
• Economic pressures (rising costs, stagnating incomes)
• Disillusionment with the system's inequalities
• Technological shifts (digital access over physical ownership)

2. Materialism rose as the solution to overproduction, engineering consumer desire.

You have taken over... the job of creating desire.

Solving underconsumption. In the early 20th century, Western economies, particularly the US, faced a problem of overproduction; factories and farms produced far more than people needed or bought. Leaders like Herbert Hoover saw advertising as key to solving this "underconsumption" by creating consumer desire. This marked a shift from a culture of thrift to one of spending.

Engineering consumers. Advertising pioneers like Earnest Elmo Calkins and J George Frederick realized that to sell more, they needed to change people's attitudes and behaviors. They aimed to transform thrifty citizens into dissatisfied, wasteful consumers who would buy things not just for need, but to replace items that were merely "out of date" or "out of style." This concept was termed "progressive obsolescence."

Birth of throwaway culture. This led to the deliberate creation of a "throwaway culture," where products were designed to be replaced frequently, either through planned obsolescence (making things break or become outdated quickly) or by constantly introducing new styles and features. This strategy, initially resisted by some like Henry Ford, became standard business practice, driving mass consumption and economic growth.

3. The unintended consequences of materialism include environmental damage and unhappiness.

Could it not be... that we seek our satisfaction in the wrong things, or in the wrong way, and are then dissatisfied with the outcome?

Environmental cost. The relentless drive for mass production and consumption has had devastating unintended consequences for the environment. The casual disregard for waste, exemplified in scenes like discarding picnic trash in a park, became widespread. Environmental damage, from pollution and landfill to climate change and species extinction, is a dark side of materialism.

Happiness plateau. While materialism successfully raised living standards and solved scarcity for millions, it failed to deliver sustained happiness beyond a certain basic level. Research, like Richard Easterlin's work, showed that once basic needs were met, increased income and possessions did not lead to greater happiness. In fact, in some developed countries, happiness levels have declined despite rising wealth.

The dark side. Materialism's "dark side" includes not just environmental harm but also negative effects on our wellbeing. It fosters "status anxiety" in a competitive meritocracy, where people constantly worry about their position based on possessions. It promotes the false promise that material goods can solve emotional problems, leading to debt and discontent. Mass production and consumption, paradoxically, seem to contribute to mass depression.

4. A "clutter crisis" is a real problem, scientifically linked to stress and lower wellbeing for women.

We, as individuals and as a society, are facing a “clutter crisis”.

Material saturation. Extensive research, such as the CELF study documenting everyday life in Los Angeles homes, reveals an "extraordinary clutter" and "material saturation" in middle-class households. Families own thousands of items, often filling garages and storage spaces, indicating a level of accumulation far beyond practical need. This sheer volume of possessions contributes to the feeling of Stuffocation.

Clutter's definition. Clutter isn't just having a lot of things; it's having things that are messy and out of place, creating disorganization and visual chaos. The CELF study found this pattern repeatedly, with items strewn across rooms and storage areas overflowing. This suggests a systemic problem of managing the volume of possessions in modern homes.

Stress and wellbeing. Groundbreaking research from the CELF study found a significant link between clutter and stress, particularly for women. Women who described their homes as cluttered or messy showed a less healthy cortisol pattern throughout the day, associated with chronic stress and a higher risk of mortality. While not proving causation, this research provides scientific evidence that too much stuff is detrimental to psychological health.

5. Experiences, not material possessions, are a more reliable source of happiness.

experiences do make people happier than material possessions.

The "To Do or To Have" question. Psychological research, notably by Gilovich and van Boven, has definitively answered whether experiences or material possessions contribute more to happiness. Their studies show that spending money, time, and energy on experiences (things you do) leads to greater happiness than spending on material goods (things you have). This finding challenges the core tenet of materialism.

Why experiences are better: Psychologists have identified several reasons why experiences outperform possessions in generating happiness:

• Positive reinterpretation: We tend to remember experiences, even negative ones, more fondly over time.
• Less hedonic adaptation: We get used to possessions quickly, but the joy from experiences lasts longer in memory.
• Harder to compare: It's easier to compare material goods (whose car is better?) than experiences (whose holiday was better?), reducing regret and status anxiety.
• Contribute to identity: Experiences become part of who we are, shaping our sense of self more than possessions.
• More social value: Experiences are often shared, bringing us closer to others and fostering a sense of belonging.

A new equation. This research suggests a new happiness equation: prioritizing experiences over possessions leads to greater wellbeing. This provides a scientific basis for shifting values away from materialism as a path to a more fulfilling life.

6. Alternative lifestyles like minimalism and simple living are reactions, but not mainstream solutions.

Minimalism has its merits. But, in the final analysis, I think it will not appeal to enough people to replace materialism.

Reactions to excess. Lifestyles like minimalism and voluntary simplicity are clear reactions against the excesses of materialism and Stuffocation. Minimalists deliberately reduce their possessions, sometimes obsessively counting them, to find freedom and focus. Simple living advocates, like Aimée LeVally and her family, seek a life closer to nature, rejecting the complexities of modern consumer culture.

Limitations of minimalism. While minimalism can lead to increased happiness and reduced stress for individuals, it faces challenges in becoming a dominant societal value system. It can sometimes feel like a reverse status game (conspicuous anti-consumption) and is primarily defined by what it rejects (anti-materialism) rather than a positive, aspirational vision for the masses. It's also not easily observable in daily life, hindering its widespread adoption.

Challenges of simple living. Voluntary simplicity, while appealing in theory, often involves significant practical difficulties and hard work, as experienced by the Lenet family facing harsh winters and survival challenges. It can also lack the stimulation and opportunities of modern life, potentially leading to boredom or a desire to return to the conveniences of the system it rejects. It is fundamentally incompatible with how most people live today.

7. The "Medium Chill" offers a less ambitious, yet appealing, alternative to the relentless pursuit of more.

It’s just not socially acceptable to do that.

Opting out quietly. The "medium chill," exemplified by David Roberts and his wife Jen, is a less confrontational response to the pressures of modern life and the pursuit of material success. Instead of actively fighting the system or drastically reducing possessions, it involves a conscious decision to prioritize quality of life, free time, and relationships over career advancement and accumulating more wealth and things.

Rejecting the hustle. This lifestyle challenges the societal expectation that one must constantly strive for more money, a bigger house, or a higher position. It makes it acceptable to say "no thanks" to opportunities that would require sacrificing personal time and wellbeing, even if it means earning less or having fewer material markers of success. It's about being content with "enough."

A different measure of success. The medium chill redefines success not by material accumulation but by the richness of one's experiences, relationships, and free time. While it may not be as visible or aspirational as other movements, its quiet appeal resonates with many who feel trapped on the materialistic treadmill and simply want a slower, more human pace of life. However, its lack of visibility and aspirational quality may limit its potential for widespread dominance.

8. Experientialists prioritize doing over having, finding meaning and status in experiences.

You measure your life by the experiences you have.

Beyond anti-materialism. Experientialists, like Cliff Hodges, Marianne Cantwell, and the Lenet family, are pioneers who have evolved beyond simply rejecting materialism. While they may own fewer possessions than traditional consumers, their focus is not on having less stuff, but on actively seeking meaning, status, and happiness through experiences. They prioritize "doing" over "having."

Trading the cubicle for life. These individuals often make significant life changes, leaving conventional jobs and lifestyles that felt stifling ("caged animals" on the commute) to pursue lives rich in experiences. Cliff Hodges left Silicon Valley to teach survival skills; Marianne Cantwell became a "free-range" life coach; the Lenets sold their home and traveled the world. Their decisions are driven by a realization that life's value lies in memorable moments and personal growth, not material accumulation.

Hippies with calculators. Unlike the hippies of the past who dropped out of society, modern experientialists often remain engaged with the system. They use technology, run businesses (like Bertrand Lenet's restaurant or Graham Hill's ventures), and earn money, but their values are fundamentally shifted. They are "hippies with calculators," leveraging modern tools to fund and facilitate their experience-rich lives, proving that prioritizing experiences doesn't necessarily mean rejecting prosperity.

9. Social media has transformed how we keep up with the Joneses, making experiences the new status currency.

Now, thanks to social media, we want to keep up with what the Joneses are doing.

The new visibility. Social media platforms like Facebook and Instagram have fundamentally changed how we signal status. In the past, status was primarily displayed through visible material possessions (cars, clothes, houses) in our local communities. Now, experiences (travel, events, activities) can be instantly shared with a wider network, making them highly visible and valuable social currency.

Experience as currency. Sharing photos and updates about unique or exciting experiences provides "experiential and conversational currency." People are more interested in hearing about what you did (a camping trip, a concert) than what you bought (a new sofa, a car). This encourages people to invest in experiences that generate good stories and social engagement.

FOMO and the rarity principle. Social media fuels the "fear of missing out" (FOMO), driving people to seek out experiences that others are having. It also leverages the "rarity principle"; limited-capacity events or unique adventures become highly desirable because many people know about them, but few can attend or replicate them. This makes experiences, especially those that are shareable online, powerful markers of status in the digital age.

10. Governments are beginning to measure wellbeing and experiential progress, shifting focus beyond GDP.

what we measure affects what we do.

Beyond economic growth. Governments are increasingly recognizing that GDP, a measure primarily focused on material economic output, is insufficient for gauging a nation's true progress and the wellbeing of its citizens. Created in the 1930s to address scarcity and measure industrial output, GDP doesn't account for quality of life, environmental health, or happiness.

Measuring what matters. Inspired by initiatives like the Stiglitz-Sen-Fitoussi Commission in France, countries like France, the UK, Germany, and Australia are developing new metrics to measure wellbeing and societal progress. These indicators go beyond income and consumption to include factors like health, education, safety, community connection, and environmental sustainability. This shift reflects a growing understanding that citizens value quality of life and experiences as much as, if not more than, material wealth.

Encouraging experientialism. By measuring wellbeing and experiential factors, governments are not just passively reflecting changing values; they are actively encouraging them. As Joseph Stiglitz noted, "what we measure affects what we do." Prioritizing wellbeing in national statistics signals its importance and can influence policy decisions, potentially leading to initiatives that support experiential opportunities and reduce the negative impacts of excessive materialism. This marks a significant step towards an era where experiential progress is a key governmental concern.

11. The "Experience Economy" is the future of business, selling memorable activities and stories.

The experience economy – where businesses make the staging of memorable, engaging events their priority – is the sector growing fastest.

Evolution of capitalism. Building on the agrarian, manufacturing, and service economies, the "experience economy" is emerging as the next stage of capitalism. Businesses are increasingly finding success by staging memorable, engaging events and activities for consumers, rather than just selling tangible goods or basic services. This shift is driven by consumer demand for experiences in a world saturated with stuff.

Selling stories, not just stuff. In a cluttered marketplace, brands are using experiences to cut through the noise and connect with consumers. Instead of traditional advertising, companies are staging elaborate events (like Punchdrunk for Louis Vuitton or Bompas & Parr for various brands) that provide unique, shareable experiences. These events aim to sell products, but they also teach consumers to value the experience itself, fostering a culture where stories and memories are prized over mere ownership.

Innovative business models. The experience economy is giving rise to new business models that prioritize access, sharing, and temporary engagement over traditional ownership. Examples include:

• Access over ownership: Services like Zipcar and Spotify provide access to cars and music without the hassle of owning them.
• Collaborative consumption: Platforms like Airbnb allow people to share assets (like rooms or homes), fostering community and unique experiences.
• Experiential products: Brands like TOMS (buy one, give one) or Patagonia (buy less) integrate social or environmental experiences into their core offering.
• Immersive events: Companies like Secret Cinema create highly engaging, temporary experiences around cultural content.
• Focus on usability: Brands like Apple prioritize the user experience, making their products intuitive and enjoyable to use.

12. Emerging economies will likely accelerate through materialism to embrace experientialism sooner than the West did.

As materialism builds up... today’s new materialists will make the next great leap forward, and become tomorrow’s experientialists.

Following the path, faster. Emerging economies like China and India are currently experiencing a rapid rise in materialism, mirroring the West's consumer revolution of the 20th century. Millions are entering the middle class, acquiring their first cars, appliances, and luxury goods, driven by aspirations to "keep up with the Joneses" in their own cultural context. This is lifting living standards but also bringing the early signs of materialism's downsides.

Accelerated Stuffocation. Due to globalization and rapid development, emerging nations are likely to reach the point of overconsumption and Stuffocation much faster than the West did. They are already facing problems like overproduction, environmental degradation, and happiness levels that aren't keeping pace with material wealth. This compressed timeline means the transition from materialism to experientialism may also be accelerated.

Early signs of shift. Even within these rapidly materializing societies, there are already indications of a shift towards experiential values, particularly among the young and the wealthy. Demonstrations over environmental issues prioritize quality of life over unchecked growth. A significant minority of young people are showing post-materialist tendencies. The luxury market is seeing faster growth in experiential sectors (spas, travel, golf) compared to personal goods. As more people satisfy their basic material needs, their preferences are likely to evolve towards experiences, just as they have in the West.

Last updated: May 31, 2025