Both
The few alphas out there are happier with consumer-sheep.
The consumer-sheep are happy if they're fat, warm and dumb.
Now, an example of someone who broke out of the cycle is Ghandi. He made a positive change in many people's lives. But he was not rich or fat and he was killed in the end.
If you're tired of being poor, go alpha. Feed off of the consumer-sheep.
Otherwise, your only option is to abandon the material things you think you need. Look into voluntary simplicity.
You can work on losing your consumer'ness or your sheep'ness first. Either one seems to lead to the other.
But it isn't easy. The popular culture is centered around consumption. We go out for dinner and a movie and so on.