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Luke 12:15

(15) And he said unto them, Take heed, and beware of covetousness: for a man's life consisteth not in the abundance of the things which he possesseth.
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Marketers have thoroughly studied human nature's desire to conform so that they will be considered to be at the same level as everyone else in a social status they admire. This desire is stimulated by constant urgings from marketers to buy what everybody else—obviously—already has, so that one does not seem "backward," unsophisticated, a nerd in their peers' eyes. In the face of this societal pressure, not to compete for the same material things the neighbor already has makes a person appear to be unambitious and odd.

Sometimes it seems to be a paradox, a contradiction, that God says He wishes above all things that we prosper and be in good health (III John 1:2), and that many of God's servants, especially in the Old Testament, have been wealthy; yet He also tells us that it is better to give than to receive (Acts 20:35) and that the accumulation of things is not to be a major goal (Matthew 6:19).

Overall, God teaches that the things prosperity makes it possible for a person to have are a means to an end and not the end in themselves. He instructs us that "one's life does not consist in the abundance of the things he possesses" (Luke 12:15). Others may make it life's goal to have them, but we must not.

— John W. Ritenbaugh

To learn more, see:
The Tenth Commandment