Brand Bondi

One word. 11,000 people. 48% born in Australia. THE place to live, according to a large proportion of Sydneysiders and ex pats who visit Sydney aged 20-45.

“Rav’s”, “Grassy knoll”, ” Kemmeny’s”, ” 333″, “Beachie”, “Icebergs”, “Bucket List” If you relate to any of these terms you too may have fallen victim to the Bondi Bubble. I fell into the trap myself twice. Although according to a “Bondi Local” I only lived in “West Bondi” and “Bondi Junction”.

What is the main attraction to this playground of sun, surf and beer…?

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The Bubble 

“Bondi” or “Boondi” is an Aboriginal word meaning water breaking over rocks or noise of water breaking over rocks. A definition that may be news to many “Bondi locals”.

What is the impact on social status when responding with Bondi as to where you reside. Compared to say, Church Point, Cherrybrook, Girraween or Otford? Some people who live in neighboring suburbs are convinced they live in Bondi. Brand Bondi is so popular one suburb wasn’t enough. And so Bondi Beach and Bondi Junction were born.

Why have Bondi Burgers at Oporto have caught on across the country and yet there isn’t another meal at a large fast food outlet that has been branded the name of an Australian suburb.  Why do we have a surf lifesaving show – Bondi Rescue – dedicated to only one of our many beaches? The same goes for the new show ‘Bondi Ink’.

Is living in Bondi forming a part of people’s identities…? Brand association with a world famous beach and iconic part of Sydney… Does rent factor in this positive publicity? From all reports yes…

Recent Government demographic reports state that unemployment is proportionately lower in the Eastern Suburbs than elsewhere….perhaps fuelling the hedonistic lifestyle Bondi locals lead.

Nature or Nurture

Did you know Bondi has the highest per capita of bachelorettes than anywhere in Sydney? These eligible bachelorettes must be under the impression the more time they spend in Bondi the greater their chances of striking gold. What’s not to say their prince or princess charming isn’t waiting for them in Tasmania?

Do people need their surroundings to propel them to achieve self actualisation? Or could they live on a farm with the one they love and still enjoy life? Can you live in one of the 640 other Sydney suburbs and still lead a fulfilling life.  Are residents of Bondi not born and bred there susceptible to conformity and group think?

Have residents considered the real impact of welcoming thousands of revellers that storm the suburb on a daily basis, especially on New Year’s Eve. Surely a large grocery store wouldn’t go astray… and Parking… what can be done in 2 hours after people have travelled all that way to the popular Bondi for a visit.

I used to see the view of multiple beaches from my bedroom window OTB “over the bridge (Harbour)” as Easteners (or wannabe) would say… and still… like so many others I find myself frequenting the one and only – Bondi Beach.

Is it the fantasy land and the lifestyle that screams ‘We will never grow old that could be the biggest drawcard of all?”.

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Me, myself & I

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Construction of the self is central to our existence and our identity is constantly evolving. The person you are now may not be the person you end up becoming. Sociologist Charles Cooley defines identity, or self, as learning to see ourselves as others do. The Oxford dictionary characterises the self as ‘the unique attributes and interests that distinguish us from one another’. How have the different versions of the self changed over time? What are the key influences on our identity? How do you view yourself?

A version of the self that is prevalent in the 21st century is narcissism, which has created a shift from collectivism to individualism. Social Philosopher Anne Manne recently drew parallels between narcissists, adulterers, cosmetic surgery fanatics and gym junkies. Manne discusses high self esteem as a mask for insecurity and pursuit of attention and argues narcissists lack a distinct sense of empathy. While some self confidence is definitely viewed as healthy, when a disregard for fellow citizens prevails it creates anti-social behaviour. Psychologists Delroy Paulhus and Kevin Williams define narcissists as vindictive, self-promoting, emotionally cold, deceitful and aggressive. Consider the impact on social cohesion of a society largely comprised of narcissists.

Givers or takers

Manne dictates the need for a shift from the pursuit of attention to giving attention, with the former evidenced by a recent Harvard study of youth with 80% primarily valuing achievement and 20% primarily valuing caring for others. Is a healthy focus on oneself vital before you can help others? If achievement were a central focus for all would less care be required as the majority of citizens would be financially and intellectually empowered? Examples of the inherently selfish culture visible today include the amount of nursing homes that occupy people who are never visited by their children and the proportion of citizens of wealthier postcodes that donate less to charity than those living in poorer ones. Dr Jeremy Moss reinforces that inequality of wealth provides an unfair advantage to many social actors which seemingly enables corporations to influence politicians. This in turn can lead to better health, educational and employment outcomes for the wealthy, thus impacting one’s discovery of a sense of self.

Me inc.

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The rise of digital media has contributed to an influx in personal blogs and cleverly crafted social media pages focusing on the ‘ideal’ self. Manne discusses social media as ‘a platform for selfish individualism, hyper competitive capitalism and a megaphone for narcissistic qualities’. The digital age has provided a platform to communicate, however it has also increased consumption of information which impacts our identity. New Philosopher editor Antonia Case recounts Neil Postman’s theory of ‘Technopoly – the surrender of culture to technology’ which highlights people’s needs of being continually on a quest to access information. The abundance of ubiquitous information has undoubtedly shaped the identities of citizens today; children in primary school are now educated about concepts thought to be irrelevant at that age not more than a decade ago. Digital media is perhaps inevitable and rather than trying to disarm the automaton it is, citizens should rely on it for constructive purposes such as education and communicating with loved ones across borders.

Philosopher Flora Michaels discusses the dominant cultural stories of different eras and their influence on selfhood and ones broader perception of who we are and who we want to be. For example, in the 16th Century the dominant cultural story was religious, however, now it is economic. Prior eras and some cultures today are of the collectivist notion that family, tradition, custom and caring for others reign supreme. The modern self is more individualistic focusing on the pursuit of happiness through self-indulgence. For example, working long hours to increase living standards and to also provide an abundance of pleasures such as eating out, holidays and shopping.

The self is also influenced by plans and goals. Case discusses the notion of seeking, ‘planning the next big thing, the latest business idea, money making scheme, dinner party, overseas trip or property purchase’. Interestingly, people are convinced that once they marry the one they love, buy a house and have a family it will be the end of seeking. Philosopher Patrick Stokes asks the question, ‘are we just a story? Are people getting married to live out a love story?’ However, this is not so and the search is replaced. Seeking via the internet is largely unproductive, people could harness this motivation to seek to ‘write operas, learn languages, paint and sing’. It is evident that those who self destruct are lacking the ability financial or otherwise to set goals and achieve them.

Globally acclaimed psychology professor Kenneth Gergen explains that we come to know who we are in different relationships in different ways and by undertaking different activities. He emphasises that “what we are doing right now is only a slice of what we are capable of.” The power of the mind is underestimated and so too is its ability to allow us to maximise our potential. Gergen discusses a need for people to break down ‘solidified realities’ so people bring about positive change for their society, families and people around them. Sharing good practices, peacemaking in communities, community building and flattening organisations creates collaboration. Gergen’s point reinforces Cooley’s earlier notion that the self is continually evolving, always growing and forever changing.


Healthy narcissism

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As abovementioned, self confidence and ‘healthy narcissism’ is surely beneficial in certain areas. Manne describes ‘healthy narcissism’ as occupying self-confidence, ability to get on stage, climb up again and feel just pride…’.The psychotherapist John Mitchell describes a stable self as ‘full of colour, vitality, cohesion, continuity and experience.’ Breakdown and falling apart refers to a lack of cohesion, fragile life experiences and a life seen as dull and pointless. Mental illness costs the economy billions each year; a healthy dose of narcissism can help.

Upon examining theorists and examples of life in the modern era a focus on individualistic pursuits is prevalent, and is centred on the dominant cultural theory of economics. This shift, along with a rise in digital media, has fuelled a larger breed of narcissists who seem to lack empathy for fellow citizens. The impact of narcissism is far reaching and includes a widening gap between social classes which results in less social cohesion and increased anti social behaviour.  As Gergen suggests, narcissists could engage in more collaborative activities creating positive change within their communities. It is acknowledged that healthy narcissism does exist and helps combat societal challenges such as depression, which limits ones ability to construct the view of a favoured self and achieve self actualisation. It could be argued that economics has influenced personal values of achievement and financial independence, enabling development of a productive, safe and sociable self.

The more you earn, the more you burn

Work is central to any society. Many, certainly in developed nations, question the validity of the notion of work. After all, don’t we dream of an island life, cocktail in hand, footloose and fancy free? How would we fund such a lavish occasion without first having earned the money to pay for it? Work has evolved throughout centuries from forming the basis of an agrarian society to a capitalist one. With a transition from the production of necessities consumed by oneself or production of surplus, consumed by others. Through observing a work deficit, welfare States a changing labour force and a capitalist economy we begin to unravel the complexities of the role of work in modern society.


A work deficit
 

With the global economy at an all time low, families across the world suffered incredibly during the Great Depression of the 1930’s. With people being laid off and not enough work, people’s living standards dropped dramatically with many unable to afford basic necessities. I recall the story of my 95-year-old grandfather, who starving at the time, was caught stealing a few potatoes and running across the rail tracks. Juxtaposed to my current situation where most days include a lavish meal with friends at a trendy establishment. In the developed world unemployment is relatively low with most members of society able to participate actively in the workforce. This in turn increases living standards and the ability to afford to maintain material subsistence.

In developing countries many jump at the opportunity to undertake any form of paid labour (hence increased sex work and slavery), while work opportunities are rare. In Australia there are increasing numbers of internships being taken by students in order to get ahead and get their first break. The sad reality is that many of the popular employers harvesting this unpaid labour can afford it. When you think of slicing a tiny percentage from one person’s bonus that could probably pay an intern for a year it begs the question, are internships fair? How do we as a collective balance too much work with not enough work? These examples illustrate the importance of a stable economy in not only producing excess but simply creating paid employment for people to maintain material subsistence.  


Support from the State

Welfare States across the world are characterised by the measures with which any Government allocates taxes in order to support its citizens. In Sweden we see a society safeguarded on many levels by the lenient tax system affording many Swedes reasonably priced childcare, sickness benefits and retirement fund models. In contrast, Australia is a ‘wage earner welfare state’ based on the stale concept of a nuclear family, with male breadwinner financially supporting his family while women typically care for the home and family. Welfare is distributed when citizens of a society cannot work. Possibly due to illness, misfortune, trouble securing work, retirement or incentives to care for family members and reduce time spent working.

While the age-old debate over ‘lifters vs. learners’ continues, it should be noted that work benefits citizens beyond the financial return. Work brings routine, discipline, respect and drives self-actualisation through interacting with various people and situations outside your normal lifestyle. The concept of valuing what you spend if you have earned it is too beneficial. Studies have shown that those who are employed are less likely to engage in anti social behaviour. This can range from unlawful activity (crime, drugs) to unhealthy pastimes that can lead to a deterioration in healthy both physical and mental, thus causing a raft of direct public health costs. Of course it can be argued that overworking is detrimental to health, on the whole, not working where you are not incapacitated, is more detrimental.


The changing labour force

The reality in the modern world is that women no longer need to rely on men to financially support them, divorce is on the rise and there are same sex marriages, single mothers and even single fathers. It is estimated women will acquire considerably less superannuation than men due to the role they take on as caregiver when they bear children. Is all of the cooking, cleaning, caring for children and potentially partners factored by the State? After all, we do still require a labour force to be produced in order to ensure labour productivity and a stable economy.

Due to WWII and the birth of the baby boomers our population and resources will be skewed toward retirees over the next few years. It will be important for retirees to have access to pensions and sufficient superannuation funds. This a policy masterstroke by the Labour Government ensuring that citizens are forced to save a portion of their salary across their lifetime in order to reduce the pressure on the welfare system come retirement. Technology has certainly created a shift from the industrial economy to a service economy. While many complain that they have lost their jobs e.g. car manufacturers, while being replaced by machines it could be argued many jobs have been created, particularly in the technology sector. If you can’t stop technological progress it appeals the solution is to embrace it.  


The more you earn, the more you burn
 

Its human nature to never be satisfied. I have personally experienced the same ability to enjoy life whether being paid a nominal fee or a competitive full time salary. You seem to find more things you don’t need to purchase with a ‘surplus’. Financial speculation can drastically increase income based on speculation and little labour productivity, which becomes detrimental to income equality. Consider the wealthiest few people earning more than millions of Australians. So is this race to enjoy a high salary really worth it after all? I am another living experiment of work life balance. After having worked many a full time role I fell into a four day work week and boy has it been refreshing. For what has been largely an incremental decrease in salary I find myself able to do the things we as a society enjoy, such as caring for my grandfather, enjoying the fresh air and achieving self-actualisation through more reading and writing.  


Can’t live with it, can’t live without it…

So it would appear that work is a valuable component of any society. Whether it affects social cohesion through a work deficit as seen throughout the Great Depression or whether citizens need to rely on the Welfare state to support material subsistence. It has been proven that work ismore bountiful than simply being a mechanism to earn a living. It unleashes potential, brings order, routine and discipline and can ensure we cherish time off and don’t take our freedom for granted. This of course not always the case when corporations are overworking people. We see a changing role in the labour force that includes the changing role of women, an ageing population and the rise in technology. Respective policies such as Australia’s wage earner welfare state largely founded on the basis of the nuclear family must be revitalised to reflect the changing nature of the labour force.

We must support policy instruments such as superannuation to eventually support retirement. Finally we must adapt and embrace with the birth of new technologies and their effects on the labour force and work. Society should analyse the effects of a capitalist ideal and consider the collectivist notion that includes spending more time caring for friends and family (and oneself) and less time supporting the pursuit of profit. Working is ideal to ensure a stable standard of living and of the formulation of oneself, however, it’s when the balance begins to erode the sense of self and supporting others that we should really question our approach to work.

What goes around comes around

After much debate over the latest ‘work for the dole’ scheme and attending Nobel Laureate Prof. Joseph Stiglitz’s ‘Income Inequality’ lecture I thought it timely to revisit the concept of lifting vs. leaning. I touched on this in an earlier post.

Anti-narcissism

For right winged liberal capitalists, time on earth is typically measured by a key metric, money. How much can I make, how fast can I make it and how can I use it to improve my living standards.

Consider a collectivist notion of thinking about other people. Perhaps supporting your partner, family or children. Statistics prove that we are ALL going to need to rely on welfare at some point in our lives. Whether we become ill, need time off work to grieve or grow old – welfare is a social functioning instrument that can be described perfectly by the old saying ‘what goes around comes around’.

The launch of Superannuation by Keating in 1992 was a masterstroke by the Labor Government.  Mandatory savings that can be accessed upon retirement.  If only we all saved a little extra that could be accessed when we needed time off work , were grieving, had fallen ill etc too? I know I used a huge chunk of savings when I was sick for while.  Then we really wouldn’t need welfare!

Work, more than just an income

After studying ‘Work and employment’ copious amounts of research proved that work fuels social cohesion and reduces anti-social behaviour. Having routine, discipline, respecting authority, exercising the mind, having daily contact with a variety of different people all maintain a level of emotional health otherwise unattainable from choosing your own adventure each day.

The recent budget delivery proved labour productivity was key to maintaining our high living standards in Australia. Yes from an economic perspective, but from a social perspective it also is keeping people off the streets and mentally stimulated. Most of the homeless people you will meet have low emotional wellbeing. It’s all too often forgotten that such a huge component of our makeup as people is mental, as well as physical.

I support Tony Abbott’s new work for the dole scheme and believe it is a strategic policy making initiative not aimed at reducing the amount of leaners to reduce the tax burden but also to improve their overall wellbeing. Work is VIP beyond the fact that you earn money and pay taxes to support the community!

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Breaking the cycle

Statistics show that intergenerational poverty is rife. Many perpetuate the characteristics of the people and environments they grow up in and it can be hard to break the cycle. University in Australia is currently accessible by most thanks to a policy that ensures repayments are only made once you earn a reasonable salary. However, statistics have shown that those accepted into university have typically had a stable upbringing and are financially secure and therefore access is not representative of the diverse socio cultural make up of Australia.

Growing up in whatever environment you may find yourself in naturally causes a bias. I grew up very privileged and before I was educated enough in the area of sociology, assumed that there were those who chose to work hard to make a living and those who lived off those who worked hard. I honestly feel like a spoiled brat when I venture out to some areas of Sydney. There are people trying to scramble together money for bread and milk and I’m over here planning my next cocktail night and trip to NYC. And yet here many of us are wishing we could trade places? Working is more appealing than relying on welfare after all…

So how can we all run the same race?

Society and its diverse backgrounds need to be better represented at a policy making level via Politicians and Government representatives. If we embody the true values of democracy for example, we would see politicians in Australia encompassing a variety of ages, genders, cultures and backgrounds. I see a trend toward middle aged, caucasian middle class male politicians.

Did you know that 1% of the population in the US earn 25% of the total income? Financial speculation and making money without the production and consumption of goods and services also takes its toll on a well oiled economy. Perhaps taxes may increase for this type of income ?

Government’s can also focus their efforts on collecting the vast array of unpaid taxes, before developing new taxes. Think of speeding tickets = fair’s fair! We are only incentivised not to speed to save our own lives and those of others, when we bend the rules we pay. Or fuel taxes, those who consume the most petrol pay the most tax that can then be attributed to supporting investment in roads. Which is one pricey business. Taxing savings and income incentivises people not to save or work… So creative policymaking comes into play.

#1stworldproblems

We all have complaints, some of us more than others, but how relative are our woes to the woes of others?  A quick snapshot of recent events aims to put into perspective first world problems.


We will never be royal…

Many Australians recently got up close to the Duke and Duchess of Cambridge on their royal visit to Australia.  Little girls dressed as princesses, little boys wore crowns.  If nothing but a monarchistic PR exercise, a fabulous community engagement tool and effective vehicle for raising awareness about the need for support for terminally ill children and their families.

I recall chatting to fellow female friends about my desire to step out each day, like Kate, in exquisite dresses with her immaculate make up and hair.  A desire no doubt shared with many women around the globe. However, at that moment did I stop to think of what it would really be like to be the Duchess of Cambridge?

Their tour was pre scheduled to the minute with briefings and casts of hundreds from various international and local organisations supporting them, after they had been screened of course.  It seemed tiring just looking at all the people involved in greeting and protecting them!

Your every move captured, including you in your “civilian wear” snuggling up to your husband while he has a beer at the football?  Needless to say no holiday snaps were required as their every second was captured professionally, and shown to everyone globally first.

Imagine the pressure on your family to ensure there was never a scandal. Never a family row, a moment of weakness, a fashion faux pas, a broken business deal, a display of raw emotion. Superhuman expectations perhaps?

Is it really so enticing the thought of having your 9 month old son minded majority of your waking hours by a professional nanny.  I think its fair to say no CV can ever prove how well one of your own will be looked after. Imagine if Prince George grows up with the first person he calls mum his nanny?

The expectation to predominantly bear and care for heirs to the throne is high, what if Kate wanted to be a career woman and provide for her family.  There is still time we can only hope…

 

We will remember them

We then look at preparations for the upcoming Centenary of Anzac in Australia, commemorating moments that have shaped the nation and provided the freedoms we enjoy today.  Gallipoli saw the highest number of Australian casualties in the Great War with the impact far reaching to families and society back home.

Pop WW2

When I asked my 95 year old grandfather about what had been some of the biggest changes Australia had seen over his time, he was quick to respond but slow to elaborate, “Growing up during the war and the life of an army man was hard, you had no choice but to live with it, and I did”.

Would I give my life to fight for the safety and freedom of others? I think we can all agree servicemen and servicewomen past and present deserve our utmost gratitude and support, whether they have fallen or are still standing tall for the rest of us today.

 

Spending our taxes wisely

With federal treasurer Joe Hockey recently announcing the FY15 budget, there has been community uproar at a few cuts in particular, to education and to health.

Have we considered the difficulty of someone in their professional role trying to make the best possible decisions for our democratic State? There are winners and losers in the budget but at the end of the day we all benefit in some way.

Take the forecast $7 Medicare co-payment.  That is the cost of 1 beer at a pub.  1 beer to see a fully qualified medical practitioner for what we can only hope is not a life threatening disease.  While society is finding it difficult to accept this proposal, that $7 doesn’t go into no mans land.  It then fuels the budget in other areas that deliver beneficial outcomes for Australians.

We are a democracy, famous globally for our lifestyle and the Australian way.  A culture largely developed by laws and policies that govern our relatively young country.  We should embrace the work of our elected representatives and leave any cast of doubt for the authorities.

 

Challenge your thinking

In essence, this post serves to remind us to challenge our thinking and explore all of our options.  The next time we wish for something, like royalty, ensure a balanced perspective and whether its as appealing as first thought.

The next time we complain about having to take an exam, speak in public or care for someone instead of a more favoured pass time – think of the sacrifices our forebears and current military personnel make.

And finally, the next time we cast doubt over our politicians and their proposed policies, remember that there is a lot more to each policy than meets the eye. A policy delivered by the media without the policy documents in total is an unfair assumption.  We have publicly elected representatives to aid a functional society,  they won’t always get it right but they can try. After all we certainly don’t get everything right in our own professions.

Former client and terminally ill cancer patient – puts things into perspective

When a hero comes along…

Nelson has no doubt proved to have touched the lives of millions.  Evident across social media the past few weeks were his inspirational quotes that have moved many of us.

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Who is this ambassador for peace?

In summary, Nelson was South Africa’s first black president (is black PC?), was instrumental in significantly reducing apartheid (entrenched racism) and was jailed for 27 years for doing so.

Nelson was not alone in his quest for us to treat each other with the respect and kindness we deserve. Martin Luther King’s dream was for ‘people to be judged by the content of their character not the colour of their skin’. As the Dalai Lama quotes we are all the same, we are one, we are humanity.

Nelson or ‘Madiba’ (the father) as he was known to many…showed the world that you can stand up for what you believe is right.  Despite the harsh penalties for attempting to overthrow the policies of the South African Government decades ago Nelson fought for the rights of his fellow Africans.  According to the Nelson Mandela foundation he ‘supports conflict resolution, poverty reduction and increased public health’.

The rejection of a class based society

If anyone has seen ‘The Help‘ you probably have experienced at least on film the abhorrent treatment of African Americans in the US as slaves in the 1970s.  I was shocked after seeing this film and couldn’t believe there were people out there who could treat fellow humans this way.

KKK? Are these people kidding themselves? They dress like children who have been stuck in a room with their bedsheet and a pair of scissors. While membership over the past few decades has significantly declined (~6m to 6K) its unfathomable people could put that much energy into opposing those of a different skin colour.

The ‘Enlightenment’ or ‘Age of Reason’ in the 17th and 18th C created a significant rejection of class based society.  The emphasis became on reason rather than tradition. Power inequalities started to fade however money still continues to play a central role in status today.

I recall a trip to Hobart where the anglo-saxon cab driver started whinging about an influx of Sudanese immigrants settling there, and that Hobart had the highest per capita anglo saxon population than any other place in the world (at 98%).  I’m half Croatian and most of my friends have one or both parents born outside Australia and even grandparents.

Why is it many Australians shun migrants from less developed nations, war torn countries or countries with varying religious beliefs yet we have no issue wanting to obtain visas to migrate to the UK or the US etc? (or live there illegally…illegal immigrants?)

We are living in a global world where globalisation has reduced the barriers to live in other nations.  We must remember this next time we assume someone is going to ‘take our jobs’ or ‘overrun our country’ that almost every one of us has lived overseas or know someone close to us who does.

I always get confused when people refer to those of oriental descent as ‘asians’.  As if they are a collective group of people that all act in exactly the same way.  I am caucASIAN and I’m a menace behind the wheel too!

How can we be heroes?

In an earlier post I talked about ‘standing up or sitting back’ – since then I’ve been shunned and ripped off by three homeless people after trying to buy them a cupcake, a coffee and a big issue.  Good intentions aren’t always received as envisaged, but I’m sure they appreciated the gesture and I brightened their day.

I registered to volunteer with the Rural Fire Service to help the catering unit, which I then had to defer as working full time and studying part time it wasn’t going to be humanly possible. I will volunteer when Uni finishes and found a way to act rather than to simply have empathy toward victims.

One of the easiest things any of us can do in this life is sit by and absorb information… Its up to us what we choose to do with that information, hence the theory that actions speak louder than words.  As Ghandi says ‘be the change you want to see in the world’.

I highly recommend the new Mandela film – it is truly inspiring to see how a visionary like Mandela can defy social norms and eliminate anti-social behaviour, like racism, through courage, determination and sacrifice.

Does money buy us happiness? My first foray into why we…

About a decade ago I had to complete a major work (Personal Interest Project) for Society & Culture in High School, where we could pick any social issue to research and discuss.

I knew straight away that I wanted to understand whether money buys us happiness? At the ripe old age of 16 I knew that perhaps I wouldn’t find any research on the topic I had invented… However a trip to the NSW State Library soon revealed there were many models that were relevant to my research such as Maslow’s hierarchy of needs, the law of diminished marginal utility and the fact that its human nature to never be satisfied.

After designing a questionnaire and asking relatives things like ‘If you won a million dollars what would you spend it on?’ and researching the topic further it was evident that money doesn’t buy us happiness.  The consumerist culture of the modern era largely drives individuals to think they will achieve self gratification the more they buy.

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