Materialism is still in full swing but for many people it’s starting to lose its appeal. We are working harder and working longer – and earning more money as a result – but it’s becoming increasingly obvious that money can’t buy you happiness. People are also starting to realise that identity is not shaped by what you own or consume but by who you are and how you live. To some extent the happiness phenomenon is really a search for meaning. Hence the increase in spiritualism. But it is also down to the fact that people have too much time on their hands. A century or two ago people were focussed on survival and just didn’t have time for self-introspection. Keep an eye on how often the topic of happiness appears in the general media and when politicians and companies pick up on the issue you’ll know the trend has truly arrived.