values

Values are the beliefs of a social group. These are often very strongly held beliefs and they are often for something or against it.

It's no surprise that the word values comes from a word that means "to be worth something": People often view their values as so precious that they'd be willing to fight for them. Sometimes they do fight for them. The "core values" of a company or organization, while maybe not exactly worth fighting for, do, however, represent what that organization believes in and believes its mission to be.

Definitions of values
  1. noun
    beliefs of a person or social group in which they have an emotional investment (either for or against something)
    “he has very conservatives values
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    type of:
    belief
    any cognitive content held as true
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