This article was written by Professor of Psychology Fabián Echegaray, Professor of Sociology Paulo Krischke, and Director of Institutional Ethics Aluir Toso. All three researchers are at the Universidad Federal de Santa Cantarina. They posit and provide supporting theory and data that values which are postmaterialist (emphasizing psychological well-being and self-actualization) as opposed to materialist (emphasizing materialistic goods) are more likely to be displayed by younger than older Brazilians and by those with higher than lower social class. Thus older, lower class Brazilians will be most materialist and younger, higher class Brazilians will be most postmaterialist. The paper was presented at the III Conference on Political Behavior in Brazil and Latin America, Florianopolis, June 11-13, 1997.