From the Chapter “Cultural Prosperity”
The heart and soul of a culture are its values, and how it meets them. Core values — expressed in words like diversity, moderation, responsibility, respect, durability, equality, quality, trust, prevention, care, and regeneration — translate directly into tangible goals like “clean energy,” “great neighborhoods” and “wellness.” In turn, these goals can drive specific policies and actions like “expand the use of public transit,” or “reduce the consumption of cigarettes, gasoline, and saturated fats.”
When we ask ourselves if we’re meeting our real needs with a given product, we start to understand that it’s not the stuff we want, but the values the stuff is trying to satisfy. We buy a sporty car to attract a partner so we won’t feel lonely. We eat a quart of ice cream in one sitting, but the real hunger is for something worthwhile to be doing.
The secret of success at the national and global scale is not really a secret; it’s in plain sight, and it’s called moderation. We’ll get more value from less stuff and better stuff, by tapping into riches like quality products; brilliant design and redesign of cities and towns; cultural and aesthetic greatness; curiosity and fascination about how nature really works; cooperation with co-workers and neighbors; and generosity, just because it feels right. We’ve always loved the idea of rising to the occasion, of being heroes in the last minutes of a game. We’ve practiced heroism for many thousand years in our myths and scriptures. We’re ready, in these most critical times, to continue the transition — individually and culturally — from the “love of consumption” to the “love of life.”