The Hedonic Treadmill and the Quiet Crisis of Consumerism

Somewhere between the flash of a wedding photographer's drone and the dull glow of a just-delivered Amazon package, a question flickers-are we happier now?

- Pushpinder Singh Gill

In Punjab, a land known for its ‘mitti di khushboo', fierce resilience, and exuberant celebrations, you might think the air is thick with contentment. But beneath the glint of gold jewelry and the sheen of imported SUVs parked beside mustard fields lies a stunning paradox: a culture once rooted in simplicity, spiritual abundance, and community is now restlessly pacing the corridors of malls and scrolling through midnight flash sales. A region that fed a nation is now feeding an appetite that seems insatiable.

From GDP to GNH: What Are We Really Measuring?

As India races to become a $5 trillion economy, our national imagination has tethered happiness to GDP growth. But here's the twist-GDP measures how much we spend, not how well we live. If a flood destroys homes and we spend billions on rebuilding, GDP rises. If a family cuts down on purchases to spend more time together, GDP sees a decline, It's a blind metric.

Contrast this with Bhutan's bold experiment: Gross National Happiness (GNH). Instead of chasing economic expansion at all costs, Bhutan measures well-being through psychological health, environmental quality, cultural preservation, and good governance. While India's cities choke on ambition and smog, Bhutan tops global happiness indexes-not because it spends more, but because it asks better questions.

Can Punjab, and by extension India, borrow from this vision?

A Culture in Conflict: Where Consumption Meets Collapse

In Punjab, every new celebration seems bigger than the lasta spectacle of floral canopies, imported whiskey, and giddha choreographed by professional troupes. But ask a middle-income family what lies beneath the velvet drapes, and many will speak of mounting loans, emotional exhaustion, and social pressure.