Most people in Taiwan have traditional values based on Confucian ethics, which include the principles of good conduct, practical wisdom, and proper social relationships. Confucianism, however, developed in a largely rural society and people now confront the challenge of maintaining these values in Taiwan’s modern, industrialized society. Still, some traditional values are strong, including piety toward parents, ancestor worship, a strong emphasis on education and work, and the importance of “face,” or maintaining one’s dignity in public. Other values are changing, especially in urban areas. Since industrialization, women enjoy greater freedom and a higher social status, individual creativity is regarded as equally important as social conformity, and acquiring material goods and fame is increasingly important.