I was on the bus to work the other day, when a taxi passed by bearing the slogan: ‘More is always on the way’. It turned out to be an advert for holidays to Turkey. More is always on the way? This could almost be the signature of the present consumer culture. In the present time, more is always regarded as desirable because we can never have enough.
While, in one way, the fact that more is always on the way could provide us with a sense of abundance, it also has some negative consequences. An emphasis on more tends to mean that quantity becomes more important than quality, or even that quality is measured in terms of quantity. In other words, more is always better regardless of quality. For instance, my local supermarket can sell me bananas all year round, even if those bananas don’t taste of anything.