The national belt-tightening expected to follow next month's budget could prove to be of more benefit to the nation's sense of well-being than if wealth levels were to soar, according to a new study.
Complex economic formulas developed by two professors of economics, Curtis Eaton and Mukesh Eswaran, and published in the current edition of the Economic Journal, suggest that greater affluence can seriously damage a nation's health. Based on their mathematical modelling, the economists advance the theory that once a country reaches a reasonable standard of living there is little further benefit to be had from increasing the wealth of its population. Indeed, it could make people feel worse off.
They believe their work shows that, as a nation becomes wealthier, consumption shifts increasingly to buying status symbols with no intrinsic value – such as lavish jewellery, designer clothes and luxury cars. But they warn: "These goods represent a 'zero-sum game' for society: they satisfy the owners, making them appear wealthy, but everyone else is left feeling worse off."
Their work owes much to the economist Thorstein Veblen, who in 1899 coined the term "conspicuous consumption" in his book The Theory of the Leisure Class. Veblen argued that people seek status through conspicuous consumption, which derives its value not from the intrinsic worth of what is consumed but from the fact that it permits people to attempt to set themselves apart from others. As the economy grows, people increasingly choose status symbols or "Veblen goods" over other goods.
"Those with above-average wealth consume Veblen goods with a positive impact on their happiness," the authors write. "But those with below-average wealth simply cannot afford these goods, so they have a negative impact on their happiness. This is known as 'Veblen competition'. As average wealth rises, people grow richer but not happier."
The pair believe their research helps to explain why empirical studies show that levels of happiness and feelings of community in affluent countries have stagnated, despite growth in real incomes.
There is another downside. As people yearn for more status symbols they have less time or inclination for helping others. This, the authors argue, damages "community and trust", which are vital to an economy because they ensure the smooth running of society. They conclude: "Conspicuous consumption can have an impact not only on people's well-being but also on the growth prospects of the economy." The theory may go some way to explaining the public backlash against the louche lifestyles of the UK's footballers, bankers and politicians.
It fits into a debate within economics about how to measure a nation's true wealth. Many economists believe they need to focus more on measuring happiness. The belief that a focus on individual wealth creation can be divisive has spread around the worlds of politics, psychology and science. Clinical psychologist Oliver James has argued that there is an epidemic of "affluenza" throughout the developed world, with attempts "to keep up with the Joneses" triggering huge increases in depression and anxiety.
Last year a bestselling book by two epidemiologists, Richard Wilkinson and Kate Pickett, called The Spirit Level: Why More Equal Societies Almost Always Do Better, suggested that Britain and America were the countries with the widest gulfs between rich and poor in the developed world, and as a result had the most health and social problems.
Nevertheless, Eaton and Eswaran, from the universities of Calgary and British Columbia respectively, do not believe the developed world's obsession with wealth shows any signs of abating. The pair predict that "it is likely that conspicuous consumption will become worse as time progresses".
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