**3. Conclusions**

Within the context of prevailing western capitalism, the concept of the pursuit of happiness appears to be a sacred cow – an idea held as being above criticism. We have examined how psychological approaches to happiness have distinguished multiple meanings of happiness, and sources of happiness arising from multiple domains, and across multiple structures. As it is used popularly, the notion of happiness is like a stereotype in that it oversimplifies a complex and nuanced phenomenon, and arrests further critical examination. We presented ideas and data demonstrating that to the extent that "more and more" is the principal happiness associated with consumerism, social difficulties will continue to incubate. Alternative approaches to happiness such as positive psychology and the introduction of other values, including those from different philosophies and practices, into our western culture are promising. Going forward, support for social science research stemming from positive psychology and related disciplines is needed. Perhaps more important, is accelerated growth of awareness among institutions and the business community about how serving communal wellbeing is inextricable from more immediate political, and financial concerns.
