How often have you bought something expensive only to want to replace it with something else –something even pricier– within a very short period of time? In short, you’re no longer satisfied with what you have. You want more. You want to maximise.

OOriginally people used to buy higher-priced quality items because they last longer than poorly-made, cheaper items. So the idea was that we’d spend more in the short term but less over the long term. Which is great because buying something that lasts longer it makes more economical and ecological sense. We never used to purchasing a replacement item solely because it was an “improved” model. Originally, we paid for quality items because they added some kind of value to our lives.

Now you may think all of the vendor’s products are so good, that you want to buy more than one model, so that you can choose which one to use based on your personal preference that particular day. A bit like the Thunderbirds — they had a fantastic selection of transport vehicles to choose from, didn’t they?

Usually you feel strangely compelled to buy something new because the new product is bigger, better, faster, more accurate, has more features, contains more memory, is smaller and lighter, stronger or more fashionable. Brands have become so strong today that we start to define our own identity by them; we associate with some brands and not others.

But where exactly did we go so wrong? We hardly even question anymore whether we really need the new item — we buy it because we can. We buy it because it’s fun. We also buy it because our government tells us that buying things is “good for the economy”.

Most people don’t even give so much as a second thought about throwing out something that still functions. These days, things become superceded or obsolete at crazy rate.

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