In the 1920's of the US the idea of making people not content to stimulate buying gained popularity. This is still used today. The culture is directed at making people not satisfied. It's hard to go against the grain of society.

That wasn’t a new idea. It’s not even restricted to humans.

Competing for mates is one of the basic mechanisms in evolution, seen in many animals. Instead of fighting the tribal leader or whomever to display fitness, humans came up with a less violent solution, which manifests itself in the ability to buy things.