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When did this sentiment start and why does the media push this narrative? Isn't the ultimate goal in life to achieve and excel to a higher standard and with that you are rewarded? I don't know how things got so backward. Pocket watching is a sickness. Get yo paper mayne!

Short answer: because it's easier to go along with the group and show scorn for the thing(s) you secretly want but can't/don't have.

Because people, as a group, are often weak-minded lemmings. How many jumped right in line during COVID, not just doing what "officials" said, but (and most importantly) loudly and voraciously denouncing anyone who did anything other than parrot the official line?

COVID didn't come from China.
COVID wasn't man-made.
People with the COVID vaccine can't get COVID again.
People who recently got the COVID vaccine can't get COVID again.
People with the COVID vaccine aren't infectious.
The COVID vaccine is 100% safe.
Etc.

In that vein of being dumb lemmings, the vast majority of people want to be rich but aren't. Many of them succumb to the idea pushed by much of media and politics that you must then profess hate toward the thing you want but can't have, to prove it doesn't bother you that you can't have it.

This stems from the slow acclimation of the Marxist mindset of class warfare. It's much easier to blame the rich for "having more than their fair share" than it is to blame one's self or to just admit that sometimes shite in life happens that fricks you and there's really no one nor nothing to blame (ie: seek recompense from). It's also fed by the "you are a special star in the universe" philosophy we've all been fed for generations, that works with the class warfare mindset to create the belief that "I (specifically) am being kept down by x because of y". People with this mindset refuse to consider that they aren't so special that the world cares about them more than the other 6,999,999,999+ people on the planet.