When inventing new services and artefacts it interesting to consider cultural differences affecting values. And values in a society may change...

The psychologist Shalom Schwartz has elaborated a widely accepted value model that consists of 10 human value types. These are ordered along two major dimensions: openness to change vs. conservation and self-enhancement vs. self-transition (see Figure). Extensive research in numerous countries has confirmed the validity of this model across cultures. However, cultures may differ in their value priorities.

http://www.migration.uni-jena.de/project4/values/index.php