Through our eyes

We tend to reproduce what we see, and we tend to want what we are shown.

This sounds obvious, but it’s precisely why marketing works so well: the more you are presented with a product, the more unconsciously familiar it becomes—and eventually, you’ll want it for yourself.

What if, instead, society promoted a lifestyle that is more humble, simple, and honest?

We are deep into a time when resilience—and wanting and owning less—should become the obvious way to live, especially when we consider the depletion of resources and the state of the climate.

This is particularly true in the wealthiest countries.

Unless we recognize the urgent need to create a balance between how we treat resources and nature, the situation will only become more and more complicated.

Maybe not so much for those reading these lines in 2025.

But what about your children? And their children?

The future is not in front of our eyes.

And that’s why we so easily forget about it.