Santosha Claus is already in town…

Nov 24 2013
Updated December 3, 2024

“Be content with what you have; rejoice in the way things are.
When you realize there is nothing lacking, the whole world belongs to you.”  

― Lao Tzu

Meet Santosha Claus: Rediscover the Joy of Contentment

A few years ago, I had a vision: Lakshmi, the Indian Goddess of Abundance, and Santa Claus had a love child—*Santosha Claus*! This magical figure embodies *Santosha* (contentment), one of the Niyamas in yoga philosophy. Santosha Claus reminds us that we already possess everything we need to live a joyful, meaningful life.

Why Does Consumerism Leave Us Feeling Empty?

The holiday season often pulls us into an endless cycle of consumerism. Retail therapy might feel good initially, but it exploits our brain’s dopamine system, creating a short-lived rush that fades quickly. Research published in *Psychology & Marketing* shows that compulsive buying behaviors are linked to emotional distress and financial strain, perpetuating cycles of regret and dissatisfaction. Additionally, the rush we get from shopping often substitutes deeper, more lasting joys like connection or self-expression.

Shopping also contributes to environmental degradation and a broader culture of disposability. Documentaries like *The True Cost* (2015) highlight how consumerism harms the planet, and reports from the American Psychological Association suggest materialism is inversely correlated with well-being.

Embracing Santosha Claus

Santosha Claus offers a refreshing alternative. Imagine this colorful, whimsical figure dressed in hand-me-downs, bringing smiles and reminding people that the greatest gifts are intangible: presence, gratitude, and kindness. Neuroscience shows that acts of kindness release oxytocin, the “bonding hormone,” fostering deeper connections and sustained happiness.

What if this year you announced to your loved ones that you wouldn’t be exchanging gifts but would instead prioritize shared experiences? This could be a cozy potluck, a storytelling night, or simply taking time to connect over tea. Research supports this approach: experiences, not possessions, contribute most to long-term happiness.

Tools for Practicing Santosha

-Gratitude Journaling: Writing down what you’re thankful for can rewire your brain to focus on abundance rather than lack.

- Mindfulness Meditation: Regular mindfulness practices reduce compulsive behaviors and increase contentment. Apps like Headspace or Insight Timer offer excellent guided sessions.

- Community Connection: Join local initiatives like Buy Nothing groups or host a no-cost swap party. These reinforce the value of sharing without spending.

Further Reading and Resources

- The True Cost (Documentary) – Investigates the impact of fast fashion and consumerism on the environment.

-Buy Now! Documentary on Netflix - Pulls back the curtain on the world's top brands, exposing the hidden tactics and covert strategies used to keep all of us locked in an endless cycle of buying, no matter the cost.

-Shopping, Dopamine and Anticipation - Online shopping can be as exciting or more exciting as in-store shopping. Build in that anticipation.

-Embracing Santosha -By living with a mindset of contentment and gratitude, we create a ripple effect of mindfulness and well-being in the world

This holiday season, let Santosha Claus inspire you to move away from the dopamine loop of consumption. There are so many other ways to alter the mind! Instead, celebrate the magic of what you already have and the joy of connecting with those you love. Share the idea with three friends, and let’s start a new tradition. Because no matter if you’ve been naughty or nice, Santosha Claus is already in town!

“I exist as I am, that is enough,
If no other in the world be aware I sit content,
And if each and all be aware I sit content.
One world is aware, and by the far the largest to me, and that is myself.” 
― 
Walt Whitman

Next
Next

How the Muppets Taught Me About Neuroplasticity, Acceptance, Diversity, and Levity