The economy has changed. Our economy is based on consumption. If people lived within their means the economy would collapse. Somebody has to buy things. Hence the huge investment in marketing and government policy encouraging people to spend, rather than save money. People follow incentives.  The incentives right now are to consume, consume, consume. 

We also can't forget the influence that the Internet and access to information has on human behaviour. Not only is it easier than ever to buy goods and services, but one can constantly see the life of the rich and famous around the world through various media, including social media.