According to the modern economic paradigm, human needs are limitless. This belief justifies the addictive economy in which we must constantly increase our consumption in order to absorb businesses’ constantly increasing production. But starting in the 1960s and 1970s, the assumption of limitless needs began to be challenged by a new environmental awareness and by increasing dissatisfaction, in modern nations, with solely materialistic goals. Such a new perspective has been crucial to the emergence of the postmodern economic paradigm.
