J Walter Thompson Intelligence's The Luxury of Less suggests that "pared-down lifestyles" with less stuff are becoming aspirational for the well-off. Key quote:
This idea of “less but better”—a phrase coined by the German industrial designer Dieter Rams—has been picking up steam in the wider retail world over the past year, and gained traction when Ikea’s chief sustainability officer Steve Howard argued during The Guardian’s Sustainable Business Debates in January that “in the West we have probably hit ‘peak stuff.’”
NPR Marketplace has an interesting interview with the president of Ikea about their research on the American Dream. It echos the idea of peak stuff.
Their work shows that Americans care more about experiences and what they call "small dreams" than they do stuff. Key quote:
We can see also in the research that the small dreams in people's homes is very much about experience. For instance, the experience around the kitchen table. And of course, we design our products to help people to have those experiences in their homes, and you can say also that having low-cost furniture [helps] people to also realize other dreams, because you are not actually spending all your money on your home. But you are actually [freeing up] space and economic resources to do other things.
A number of companies are following Ikea's lead and starting to talk about over consumption and it's impacts.
The Financial Time's The companies preparing for sustainable life after ‘peak stuff’ covers several examples. Key quote:
... in April, Mars Food — whose brands include Dolmio and Uncle Ben’s — said some pasta sauces should be eaten only once a week because of high levels of salt, sugar or fat. The comments came shortly after the beer and cider company Heineken launched an advert whose final scene showed a customer turning down a bottle of its lager.
The related trends "less is more" and "experiences over things" are definitely gaining traction - even for the well-off.