Things that reduce consumption are frequently successful in capitalism. Generally, using less, costs less. There are always those selling a thing who are trying to increase the consumption of that thing, but often at expensive of those selling a competing thing. One successful way of doing that is to be cheaper to buy or run or both, by doing more with less.

However, sometimes we want something to be made with more a bit more to last longer and be repairable.

Raw capitalist won't do all this on its own. The invisible hand isn't very good at planning long term. Governments need to structure markets for outcomes they want, and keep measuring and correcting.