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The public health benefits of social capital have long been recognised and debated. Countless articles and policy statements have been published that help develop and support existing knowledge or challenge accepted beliefs regarding social support and mental health 1, 2. Increasing the population’s happiness levels is a key challenge for Government 3, 4 as is developing preventative health measures aimed at reducing unhealthy lifestyles 5. However a paradox exists in terms of communicating health messages with the aim of improving wellbeing and what we in western societies value and believe increases our happiness. This article aims to provide potential consideration of these issues.

Recent work of psychologist and write Oliver James 6 focuses on the concept of Affluenza, defined as placing a high value on money, possessions, appearance and fame. James argues that the ‘virus’ is driving ‘English-speaking nations’ in particular towards mental illhealth in alarming numbers. Ideas about affluenza appear to be wrapped up in concerns about the competitive nature of individuals and the age old adage of ‘keeping up with the Jones’. The capitalist self-serving consumerist culture that drives many individuals to define their happiness and worth by commodities and status has been blamed for the rise in mental ill health. Perhaps this could be considered a rather simplistic link between the rise in mental illness and consumerist culture. However, it would be foolhardy to overlook how these messages have been communicated, how they have evolved and the role recent research into the values of social networking can play in improving the …