Conspicuous consumption does not make us happy. Buying a flashy car sends the message: 'I've got so many resources, I can afford to squander them.' Paying more for organic foods signals another desirable trait: conscientiousness. We put too much effort into sending signals that don't actually impress others and cause us stress. We evolved into emotionally well-balanced individuals thousands of years ago. To be truly happy now, we should devote more time to the activities that dominated life back then: being at one with nature, being with children, or holding face-to-face conversations. We need to evaluate our lives and make sure they include many of those things we were doing 250,000 years ago.