Why do people say the 2010s wasn't materialistic?

As a geek myself I can say we're pretty materialistic people all things considered. We love technology and gadgets and collecting things.
Anyways, the 2010s was a decade where you would be made fun of and ostracized if you didn't have an iPhone. Bullying people for having old phones was ABSOLUTELY a thing in the 2010s.
The 2010s didn't start off particularly materialistic but that has less to do with hipsters and more to do with the fact we were still in the midst of one of the worst economic recessions in US history. Materialism doesn't exactly fly when most people are struggling to make ends meet.
But then when the economy began to recover in the mid 2010s, things became more materialistic, and the late 2010s have to be the most materialistic era I've ever lived through. Jake and Logan Paul are the embodiment of this era, as well as Supreme fashion.

Oh no, it was serious. I mean it's not like they would punch the guy who had an old phone in the face or anything but they'd get harassed for it. Still, goes to show that smartphone culture is part of what made 2010s so materialistic. And phones and tablets aside, people that decade were so obsessed with cultural products like marvel movies and TV shows and other entertainment vices(which is why monoculture was so alive during the 10s). Like half the conversations people have always include a cultural product. Always had someone talking about fucking game of thrones or minecraft or avengers or whatever.

The only thing that takes away from the materialism angle is that there weren't many new technologies to get excited over but even still you had people paying like a 1000 dollars for the new iphone every year which is hardly any different than the previous. And to a lesser extent, the same COD every year or the same pokemon game every year. If the economy was 2000s level good then you'd see even mroe materialism.

You did finally start to see backlash at the end of the decade with "consoomer" memes. I think people are tired of the lack of creativity in mainstream pop culture.