We compare generational change in culturally related personal values as represented by the Schwartz values taxonomy, across two decades of individuals representing independent samples of the urban, Turkish workforce, employed in a variety of occupations and in numerous urban centers, in both 1998 and 2009 (N = 779). Results indicate that whereas self-transcendence (harmony) and conservation (collectivism) values have decreased over time, self-enhancement (mastery) has increased. Implications for research and practice are discussed.