Persimmon, I know it can be hard to go against the herd, but its so liberating when you genuinely stopped giving a cuss what others think of you. For me this came with the simultaneous realization that people in general are immersed in their own lives. They don't really care about me - especially neighbours and colleagues I'm not close to - and the vast majority of the time are not thinking of me at all.
If the people around you are this materialistic it's a fair bet that they're too busy thinking about what impression they're making on others to notice what you are doing. Good Lord, what a vapid existence. Be thankful you have other, more meaningful priorities, because those who are sold on materiality to this extent are probably not truly happy.
Happiness is the resource to aspire to, and material wealth IME often seems to bring quite the opposite. Oscar Wilde got it right: 'vanity is knowing the price of everything and the value of nothing'.
I like people who are individuals, a bit alternative; thinking people who march to the beat of their own drum. Think Helena Bonham-Carter! How much more individual and interesting is she than a plethora of Hollywood clones?
Hope you find happiness in your choices, OP, and it sounds to me you have much more chance of doing that than your more materialistic neighbours.