Heh. I gues I would define it materialistically. I think a big difference happens in a society's viewpoints when we have medicine and sufficient wealth to expect comfort. I think societies have different viewpoints when suffering and lack of resources are all too common.
But I don't want to give the impression that I think other societies are worse than us because they have less material goods. I think a lot can be learned from them.
The places I most worry about are places like Taliban controlled areas where they punish women for minor crimes like listening to music or not wearing socks or attempting to go to school.