Raising kids with good values is harder than I thought

My daughter came home upset because her friends were making fun of her for not having the latest phone. She's 10 and doesn't understand why we're teaching her to be content with what she has instead of chasing material stuff like everyone else. My wife and I believe we're doing the right thing but man, it's tough watching her struggle socially because of our values. Anyone else feel like you're raising your kids differently than the world and dealing with the pushback?