It's not that hard to escape the vast majority of advertising. But I think culture is a much bigger part of it. My friends tend to be fairly frugal/easily contented, and I find it pretty easy to be the same way, probably partly as a result. If we were competing with each other to have the coolest car/home/boat/whatever, I imagine it would be a lot harder. Fortunately, we're all pretty unimpressed with people who try to show off by being spendy, and so we're all pretty frugal, and invest our money in assets instead of buying nice things. I think if the broader US had a culture more like that, we'd have much more savings.