it's about convincing people that they must be satisfied and happy with less personally.

Only certain people. Those on minimum wage, those on benefits and those who are less fortunate have enough to put up with without being told they must manage on less. If 90% of the wealth is owned by 10% of the population there is little the lowest earners can do but it is those who keep being told they must tighten their belts. There is nothing wrong with financial aspiration as long as it is used compassionately. I am firmly in the middle ground and I would be than happy with a penny or two on my upper rate. As long as it goes to help those less fortunate and not to line the pockets of those who already have too much. There is nothing wrong with capitalism as long as the excesses are curbed and the field is leveled a little as the article I link explained.