Bigger TV, better car, better clothes, more free time, faster computer, better phone, more spending money, bigger house, better vacations.
All things we've been taught to strive for. Just below the surface, to constantly long for them, and to not be satisfied with what we have. Buy more, buy bigger, buy better, replace the old. Always have the latest model, the newest version. Messages given to us by retail companies and fashion designers.
More alarmingly, the duration of one fad and replacement with another is shortening. A new cell phone or computer barely lasts a year before a newer version is available and the old "needs to be replaced".
When we rely on material possessions and external image to effect our happiness, we become subject to the whims and fancies of a money-driven society. Exaggerated expectations lead to disappointment.
Several counseling theories are based on seeking hapiness by being "present in the moment". Most notably are Gestalt and Adlerian Therapy.
Fritz Perls, the founder of Gestalt therapy, came up with techniques to help patients become aware of their perceptions and how they effect their reality.
Altering your perception and your requirements for "true happiness" can change your general feelings of joy and satisfaction.