I suppose there's more pressure to succeed in the big cities than out in the sticks, but generally the things that are important to them are family, friends, community, and in some cases the church.
It's not a dog eat dog environment like back there......and they can be happy with less.
Also, if you succeed at something, or you have something nice as a possession there's not the same envy or jealousy.....or comments like "Who did he rip off to be able to get the money for that?"