The Pacific community prides itself on the 'Pacific Way' lifestyle where communal living and reciprocal social relationships are emphasised, often at odds with the pressures of individualism encouraged by market forces. The region is going through rapid changes, mostly due to high population growth rates and the changing needs and aspirations of its population, including increasing consumerism. The Pacific people, while living in a globalised world, have strong traditional ties and are influenced by their cultural customs.