Evidence from 33 countries challenges the assumption of unlimited wants

Humans have unlimited wants. This foundational economic principle and widely accepted assumption about human nature poses considerable challenges to addressing sustainability because pursuing wealth growth meet wants increases resource use pollution. Here we show evidence that this is not universal, actually applies only a minority of people. Across 42 community samples (N = 7,860) from 33 countries spanning 6 continents, examined how much money people wanted in their absolutely ideal life. In 86% the majority thought they would achieve lives with US$10 million or less, some as little US$1 less. However, substantial (8–39% across countries) could obtain, indicating Limited ideals were related country differences development, but those tended be younger, city-dwelling who valued power, success independence, lived greater collective focus acceptance power differences. The results suggest transformative approaches relying on limiting may more consistent aspirations than commonly believed. If had truly assumed economics, real challenge. study provides most people’s are moderate rather unlimited, suggesting policies pursuit acceptable many.