Most of the consumption in the western world, is done to increase status in some form or another. Conspicuous consumption of clothing, hand bags, housing, cars and travel, is literally destroying our planet. Increasing the number of dimensions people can use to seek social status, is of vital importance to reduce damaging conspicuous consumption. Research in the field of social status and happiness, is just as important in order to reduce co2 emissions, as research in green tech.