When people realize it's not about stuff, it's about family, relationships, community, faith and trust, then frugality becomes just normal. Stuff replaces loss of those deeper values.
Looking at definitions of frugality, being 'not wasteful' is right alongside being 'prudent' - I think that's key. Frugality for me is about being respectful of the environment, but also for the lives and livelihoods of the folk who made the things we use and eat. If my clothes are old and worn, or I'd rather use the glass pitcher with the chip than buy a new plastic one, for me that brings a sense of satisfaction and appreciation. And a feeling of independence too, not following the herd off the financial cliff
If we replace the word 'want' with the word 'need', it becomes simpler: I may want dozens of things, but in reality I need very few of them. I have 2 feet, why do I need 6 pairs of shoes? Or 2 sets of pans, or seasonal colours for my bathroom towels? Most of the world still live simply, only in the 'first / developed word' are people consuming more than they need. I think being frugal is an antidote to consumerism. It's not a punishment or something to be ashamed of, it's the way normal folk live / have lived for thousands of years.
'Live simply that others may simply live' Gandhi
'Tread lightly on the earth' Quaker tenet
'Manifest plainness, embrace simplicity, reduce selfishness, have few desires.' and 'He who knows he has enough is rich.' Lao Tszu
'Don’t store up treasures for yourself here on earth, where thieves break in and steal, and moths and rust destroy. Store up things for yourself in heaven instead, for where your heart is, that is where your treasure will be.' Jesus