I am friends with a couple who are raising the least materialistic children, I am amazed! I hardly hear the "I wants" from their girls. I see them lead by example and doing things instead of buying things but I haven't noticed much they do different from more commercial centric families I know.
I know ds and I talk about how we are very fortunate even though we do not have extra finances now that he is older, and we always did that. We are careful to think about what we buy, but I notice now he closer to adult he is making his own choices about money, some of which I do not love. Mostly involving media and entertainment.
So what do you do to raise a less then materialistic person?