Patterns of social inequality: you don"t have to work hard to get rich, since you inherit it, hard work doesn"t make you rich, structure of society causes inequality. Inequality has many interrelated dimensions including class, sex, race which spel the difference between life and death. Materialism is the attempt to satisfy needs by buying, it defines the modern society. Purchasing power of families increased due to economic productivity by improvements of workers skills and production technologies. # of earners increased, women in labour force. Quintile: share of income is used for determining income inequality in canada. Since 1980s, growing evidence of widening income inequality in western countries. What kinds of work someone does based on their natural talents at activities widely admired. Ie/ hollywood stars who reveals unusual determination and hard work. Success at formal schooling is key to acquired economically valued skills. Human capital: useful knowledge and skills someone possesses.