New social movements also give rise to a great emphasis on the role of post-material values in contemporary and post-industrial society as opposed to conflicts over material resources. According to Melucci, one of the leading new social movement theorists, these movements arise not from relations of production and distribution of resources but within the sphere of reproduction and the life world, as a result of which, the concern has shifted from the sole production of economic resources directly connected to the needs for survival or for reproduction to cultural production of social relations, symbols and identities. In other words, the contemporary social movements are rejections of the materialistic orientation of consumerism in capitalist societies by questioning the modern idea that links the pursuit of happiness and success closely to growth, progress and increased productivity and by promoting alternative values and understandings in relation to the social world. As an example, the environmental movement that has appeared since the late 1960s throughout the world, with its strong points in the United States and Northern Europe, has significantly brought about a ‘dramatic reversal’ in the ways we consider the relationship between economy, society and nature.