Abstract: Material and ecological demands are the basic demands of the development value of productivity, and they are organically unified. Material and cultural needs highlight the material demands of the development value of productivity, which objectively has the dilemma of unbalanced development of material and ecological demands and insufficient demonstration of ecological demands. The needs for a better life emphasize material demands, and the ecological demands of the development value of productivity. This change is not only the objective requirement for the transformation of the main social contradictions in the new era, but also the result of the Party’s deep understanding of the internal logic of the needs for a better life and the response to the people’s realistic ecological demands. The transformation from material and cultural needs to the needs for a better life reflects the development trend of the value appeal of productivity development from emphasizing material to highlighting ecology. This inevitably requires the vigorous development of ecological productivity in the new era to meet the people’s ecological needs. Therefore, we must adhere to Xi Jinping’s important exposition on ecological productivity as the guide, follow the new development concept, and promote the high-quality development of ecological environment.