Wanting makes us happier than having!
Great news for the environment bad, news for retail.
Interesting study from the University of Missouri that has studied the happiness effect from stuff and it has not surprisingly found that it is the anticipation from the possibility of ownership that makes us happy not ownership itself!
Treehugger posed that this could be why website such as pinterest are so popular. But more interestingly what would it mean for retail stores and shopping centres? How would a Westfield change if “shoppers” only ever come to do window shopping? And with the double impact of online retail what would the shopping centre or high street look like if we only come to pin our interest on a product and not buy it?
But great news for the environment. Rather than an accumulation of stuff we bought that we no longer want every product could be shared amongst many people’s wants.
Perhaps we will see a rise of Collaborative Wanting where we can share our wants? Maybe a successful product will be determined both by how desirable it is and by how few of them have been bought!