"For millions of years, humankind has used a brilliantly successful survivalstrategy. If we like something, we chase after more of it: more status, morefood, more info, more stuff. Then we chase even more. It's how we survivedfamine, disease and disaster to colonise the world." "But now, thanks totechnology, we've suddenly got more of everything than we can ever use, enjoyor afford. That doesn't stop us from striving though, and it's making us sick,tired, overweight, angry and in debt. It burns up our personal ecologies and theplanet's ecology too." "We urgently need to develop a sense of 'enough'. Ourculture keeps telling us that we don't yet have all we need to be happy, but infact we need to nurture a new skill - the ability to bask in the bounties allaround us." "In Enough, John Naish explores how our Neolithic brain-wiringspurs us to build a world of overabundance that keeps us hooked on 'more'. Andhe explains how, through adopting the art of enoughness, we can break fromthis wrecking cycle."--BOOK JACKET.
We Speak to John Naish, author of new consumption guide EnoughNew Consumer speaks with John Naish, journalist and author of 'Enough', a practical guide to future-proof consumption, out January 24from Hodder and Staughton.In your pursuit to say ‘enough’ you’ve given up both TV and yourmobile phone. Of all the technological trappings we have, what wasthe hardest for you to say goodbye to, and why?
Well in fact, I never owned a TV after I’d left the family home aged 18 and wentout into the big wide world. I simply didn’t get round to buying one, so I guessthat particular bit of renunciation couldn’t have been too wrenching. Andditching my mobile phone proved a liberation rather than an act of self-denial.My life today is hardly hermit-like, however – I’ve got email, broadband, DVDsand a landline phone, which between them convey enough work demands, info,communication and entertainment to keep me out of mischief.
You talk about an ‘inner rationing’. Some might say we’ve worked hardas a nation to enjoy the abundance we have. Why should we imposerations on ourselves?
“Imposing rations” sounds monstrously austere! But saying “enough” is notabout that, rather it’s about finding the optimum amount of anything you canenjoy in your life. Let’s take food as a real example: a slap-up meal is a finething, but chronic overeating, as we now realise, leads to obesity, disease anddisability. Once you go beyond a certain amount, things start to backfire. It’sthe law of diminishing returns.
What’s the first object you’d advise giving up?
Rather than giving up anobject, I’d suggest that people jettison this culture’s deeply ingrained andgenerally unquestioned assumption that “more” of anything is automaticallybetter. We’re surrounded by ad slogans that saying things such as “Smart girlsget more” along with Virgin’s “Get more” media ad campaign and Intel’s silicon-chip advert: “More computing power means More You”. We should instead bebecoming a “post-more” society. So I think we should work on ditching “more”