US probability samples of 2,264 adults in 1976 and a mail panel survey of 997 respondents in 1986 are compared to chart changes in values choices. Areas of concern addressed include: self-respect, security, warm relationships, sense of accomplishment, self-fulfillment, being well respected, sense of belonging, and fun-enjoyment-excitement. US shifts in social attitudes and values are discussed. These shifts are important to advertising because they represent possible changes in consumer needs. Working women place increased emphasis on relationships. The expressed need for self-fulfillment has declined and has been replaced by a need for relationships, fun, and enjoyment in life among persons under age 30. People between ages 40 and 49 also stress accomplishment and deemphasize security and sense of belonging. Survey participants over 50 also stress relationships and accomplishment over being well-respected or feelings of belonging.