Humans are creatures capable of thinking, feeling and learning, which is why we have always been able to improve our lives by innovating and experimenting with something new. In doing so, successful companies were created. Their distinctive side is not only their monetary wealth but also their spiritual wealth. Values, or in other words, usefulness or importance, can be both: tangible and intangible, and people from affluent societies can easily learn about both, although it may be errors in some cases. This short essay aims to explain why these values ​​are intangible in nature in a prosperous society and to paint a clear picture of what can go wrong if we fail to address them in the right order. To begin, relying on Maslow's hierarchy. needs (Kotler & Keller, 2012), we can say that the lowest levels of the pyramid are more tangible values. As the theory goes (Kotler & Keller, 2012), when a human being satisfies their basic needs, which include food, shelter, clothing, etc., they move to the higher levels of the pyramid. Therefore, individuals who live in a prosperous society have a different perception of value compared to a poor society, or in other words, value itself has an intangible nature. These include needs such as security, love and self-actualization. So, continuing with the same idea, it can be said that the values ​​in a healthy and wealthy society are indeed mostly of intangible origin. On the other hand, the definition and perception of value can be easily misinterpreted in a thriving society and this is mainly due to distorted impression of "good" life due to the constant increase in purchasing power ("good" life). World Bank”, nd). This inevitable phenomenon has transformed prosperous societies into consumer societies, where the nature of a prosperous society is that we, as human beings, tend to move up the hierarchy of needs as our standard of living increases. Of course, there can also be a misinterpretation of real needs when purchasing power increases, as this can always make you blind, which in the long run can certainly harm overall satisfaction and health. 'mind.ReferencesBurau Of Labor Statistics. (2013 m. September 130). Economic press release. Bureau of Labor Statistics: http://www.bls.gov/news.release/cesan.nr0.htmKotler, P. and Keller, KL (2012). A framework for marketing management (T. 21). Essex: Pearson Education. Rojek, C. (2004 m. October 26). The consumerist syndrome in contemporary society. Journal of Consumer Culture, 291-312. World Bank. (nd). GNI per capita. World Bank: http://data.worldbank.org/indicator/NY.GNP.PCAP.PP.CD