The new banners in downtown Ponoka suggesting that we “shop to your heart’s content” are a poor, misguided choice by our town officials.
The definition of the phrase “to your heart’s content” is to do something until you attain complete inner satisfaction. The scientific studies are abundantly clear: the more we shop, the more dissatisfied we become.
Materialism causes rampant unhappiness, insecurity, narcissism, deteriorating relationships and unprecedented levels of physical, financial and emotional stress. Not only do we personally suffer the ill-effects of the frenzy of consumerism, the entire planet suffers from the irresponsible resource use.
Walk along the river to your heart’s content.
Enjoy nature to your heart’s content.
Hug your children to your heart’s content.
Share time with your friends to your heart’s content.
Shop to your heart’s discontent.