Why Is Enough Never Enough?
How the Brain Tricks Us into Always Wanting More.
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Today's Five Whys explores why we always crave more and rarely settle for what we already have.
I bought a gimbal for my phone this week because it was on offer. I was more than happy with my choice until I received an email two days later telling me the new shiny model was out. Suddenly, I seemed disappointed in my latest purchase. Does this sound familiar? This cycle of wanting more—whether it's gadgets, achievements, or experiences—seems woven into the fabric of modern life.
So why do we desire more than being happy with what we have and satisfied that this is enough?
Let's investigate a little more in this edition of the Five Whys.
Why #1: Why does always wanting more - make us unhappy?
This has a lot to do with dopamine - the so-called reward hormone. Yet, why is it that if it's the reward hormone, it makes us unhappy? Dopamine serves two functions: desire (reinforcing pleasure) and control (motivating goal-directed actions). The desire is instant gratification, whereas the control function secures future resources. While this is a compelling action that is great for humanity, it also has a negative effect. When we constantly strive for the next thing - possessions, achievements, or experiences; we create an endless cycle of craving that can never be satisfied. It is all too often seen in high achievers who perform strongly and are always looking for the next thing. As the Stoic philosopher Seneca observed:
"It is not the man who has too little, but the man who craves more, that is poor."
This perpetual wanting prevents us from appreciating what we already have, making us feel like we never have enough.
Why #2: Why does always wanting more stop us from feeling satisfied?
We are conditioned to a mindset of deficiency. However, a famous lab experiment shows that when a rat is presented with food, the dopamine levels spike. However, when given the same food every day, over time, the rat still enjoys the food, but dopamine levels decrease. Dopamine responds most strongly to novelty and unexpected rewards, so the same experience loses its thrill over time.
The Buddhist concept of "santutthi" (contentment) teaches that happiness comes not from getting everything we want but from wanting what we already have.
Why #3. Why does our culture always push for more?
In modern society, we often focus on "what's next." That might be achievements, productivity, or even creativity. Society, as a whole, is also hardwired to maximise future resources for survival. Modern economic systems and advertising exploit this tendency, keeping us in a cycle of constant wanting for capitalist gain.
The ancient Epicureans recognised that natural desires are limited and can be satisfied. In contrast, vain desires (for wealth, power, and fame) are unlimited and can never be fulfilled. Our society has systematically dismantled our ability to recognise the difference, leaving us constantly chasing after empty glory.
This cultural programming runs deep, affecting everything from our career choices to shopping habits. Since this tendency is hardwired into us, recognising the pattern isn't enough—we must actively counter it.
Why #4: Why must we train ourselves to accept 'enough'?
As shown, our default mental settings—especially in consumer cultures—are to compare, desire, and acquire. By training ourselves to recognise when enough is enough, we focus on appreciating the present—our relationships, experiences, and simple joys—rather than chasing after the next thing.
"Very little is needed to make a happy life; it is all within yourself, in your way of thinking." - Marcus Aurelius
Why #5: Why does knowing what's 'enough' change how we handle desire?
Let's start to recognise that being content with what we have and understand that enough is enough. In that case, we can free up our energy, attention, and resources for what truly matters. When we stop chasing more, we can deepen our appreciation of what we have, strengthen our relationships, and engage more fully with meaningful pursuits. The Epicurean principle that "nothing is enough for the man to whom enough is too little" reminds us that contentment is not about lowering our standards but about recognising the abundant sufficiency already in our lives.
In Summary...
We're often told to be present and content with what we have, but as we've seen, that's easier said than done. Our brains are wired to seek rewards, and dopamine drives this pursuit. As the lab experiment in the second why shows, the dopamine response fades when we expect a reward, even if we still enjoy it. This is why the thrill of getting something new never lasts.
We're all chasing the next high, but maybe true satisfaction isn't found anywhere; it's in learning to appreciate what we already have. Enough is really enough.
Thank you for reading and stay curious. Please remember to like, subscribe and comment to stay up to date with my latest articles.
Matt