Sapiens: A Brief History of Humankind

by Yuval Noah Harari

The capitalist–consumerist ethic is revolutionary in another respect. Most previous ethical systems presented people with a pretty tough deal. They were promised paradise, but only if they cultivated compassion and tolerance, overcame craving and anger, and restrained their selfish interests. This was too tough for most. The history of ethics is a sad tale of wonderful ideals that nobody can live up to. Most Christians did not imitate Christ, most Buddhists failed to follow Buddha, and most Confucians would have caused Confucius a temper tantrum. In contrast, most people today successfully live up to the capitalist–consumerist ideal. The new ethic promises paradise on condition that the rich remain greedy and spend their time making more money, and that the masses give free rein to their cravings and passions – and buy more and more. This is the first religion in history whose followers actually do what they are asked to do. How, though, do we know that we’ll really get paradise in return? We’ve seen it on television.

any attempt to define the characteristics of modern society is akin to defining the colour of a chameleon. The only characteristic of which we can be certain is the incessant change. People have become used to this, and most of us think about the social order as something flexible, which we can engineer and improve at will. The main promise of premodern rulers was to safeguard the traditional order or even to go back to some lost golden age. In the last two centuries, the currency of politics is that it promises to destroy the old world and build a better one in its place. Not even the most conservative of political parties vows merely to keep things as they are. Everybody promises social reform, educational reform, economic reform – and they often fulfil those promises.