I have the hope enough people will get it through their heads buying a shirt, say, that actually fits is better then buying 5 shirts of "one size fits nobody."  Buying a washing machine that will last the rest of one's life rather than buying 5 is the better way to go.  Eating nutritious foods are better than cheap crap that is only going to end up costing you more in doctor's bills in the last third of your life.

And so on and so forth.

Viewed in this way there's a gain in material well-being.

I concede most people think "he who dies with the most worthless junk piled-up in the largest heap ... Wins!"  For them moving to a sustainable global system will be "material poverty."

She believed in nothing; only her skepticism kept her from being an atheist. -- Jean-Paul Sartre