Conflict is the answer to this question. There are times when people become critical of the way that they live. They sometimes want to compare themselves to other people especially when they believe that other people have what they do not have. This is somewhat materialist but at the same time, it also shows people need in order to have power and prestige, other people.
If they feel that they are not experiencing this, they have two options. The first is to just accept their situation. The second is to strive in order to achieve the scarce resources that they are desperate to get. People may scrutinize their situations more.