Affluence and Social Values

An affluent individual is distinguished by his abundance of wealth and physical possessions, by his large pay pocket or monetary income, by the clean and physically comfortable surroundings in which he spends his life. He is a man of prestige, his money being the index of that prestige. He is usually of blameless social standing, since the possession of wealth has become the basis of common-place reputability. He is thoroughly satisfied because he enjoys this prestige-this respect, regard and esteem which others have for him. He is satisfied because he has power. He is happy because of his increased well-being deriving partly from the money and the goods, and partly from the distinction and esteem that accrue to him as a result of his wealth. He enjoys the material comfort to give his children excellent education and the opportunities   of rewarding and satisfying careers. He is usually exempt from manual labor and can afford leisure in plenty: he is free from boredom; he feels pleasantly superior. In all societies, we have these men of affluence, but usually in most societies such men are small minority. When a society has a majority of its citizens as affluent individuals, such a society is regarded as an affluent society. The United States of America and certain countries of Europe are example of affluent societies. 

                     In such societies of high and increasing affluence, where  the majority  are rich and satisfied ,where  the governments are rich and politically liberated to provide  free education, free medical  care, cheap electricity and other social amenities, individuals are less  urgently in need for  the purchase  of goods. There is therefore fewer tendencies to jealousy, unhealthy competition, excessive love for power, rivalry, bitterness, nepotism, envy and other dangerous corruptive impulses. The affluent society secures to everyone the minimum income essential for comfort and decency. The affluent  society  and the satisfying  way of life that goes  with it  are  a product  of the modern scientific  age and are localized where  man has  developed  ability  to defer gratification and plan for the future; and where  man  has applied  his thoughts to escape from natural poverty.  Actually, throughout history man has generally been poor. He has always worked, exerted himself, suffered pain, drudgery, fatigue and other mental and physical discomforts in order to make a living. The average society, therefore, is that of a very large number of people toiling people, co-existing with a few well-to-do ones whose lives are richer, sweeter and full of leisure-the very pattern of life the masses hanker after. Indeed   to take increased well-being partly in the form of more goods and money and partly in the form of more leisure has undoubtedly been everybody’s persistent desire.