Advertisers are constantly searching for new, persuasive words that make their products or services more appealing to the consumer.  Sometimes these words have substance, and other times they are merely sales tools used to enhance the corporate brand or product line, without regard for their meaning. The word “values” has become a common term for companies hoping to add a positive, wholesome spin on their products.  This is especially true when the powerful word “family” is added. Thus, we have “Family Values,” a term that everyone embraces but no one really understands. Attempts to define the term often devolve into debates about “whose values?” or “what is a family?”

If words have meaning, then “family values” should have a clear definition, or at least a context for clarification. Unfortunately, our lexicon is full of words that have lost their meaning over time due to their exploitation by advertisers.  Words like “free” or “new and Improved” are examples.  Once while visiting the late Reverend D. James Kennedy, renowned senior pastor of Coral Ridge Presbyterian Church in Ft Lauderdale, he expressed to me the fear that the term “Christian” also was becoming less relevant and without a clear definition, much like the words “lady” or “gentleman.”

An early forerunner to the term “family values” dates back to the 1940’s when journalists asked soldiers why they were fighting in World War II. A common answer was “for mom and apple pie,” which gave rise to the phrase “as American as motherhood and apple pie.” There is a longing for a return to the calmer, gentler days of “motherhood and apple pie” and “family values.” This is especially true in light of today’s angry rhetoric as reflected in our polarizing political discourse.

For the past 25 years, The Dove Foundation has defined Family Values in terms of the content in films and videos we endorse. The Dove Seal is a reliable symbol of wholesome and uplifting stories, which reflect the best in family values.  And, there are plenty of wonderful choices among the 9,000+ Family-Approved and Faith-Friendly titles listed at www.Dove.org.

There is a movement within today’s corporate culture to recapture the true essence of what the word “values” really means. A growing number of companies are identifying and publishing a version of Family Values called  “Core Values.” These are expressed in a few simple statements articulating the moral and ethical standards by which they operate.  At The Dove Foundation, we felt it was important to join with these concerned organizations that are working hard to build a culture of caring into their corporate philosophies.

Here are The Dove Foundation’s Core Values – Five principles that guide our organization’s internal conduct and external practices.

Trustworthiness – We are dedicated to building and maintaining trust relationships among members of our staff, our clients, and the public at large.

Respect – We will treat others with respect and will act in such a manner that gains their respect in return. (Classic Golden Rule)

Responsibility – We will be responsible ambassadors of the Dove brand, remaining accountable to the values that reflect our corporate identity.

Fairness – We will treat our employees, our clients and our vendors fairly and equitably without prejudice.

Caring – We will serve and support each other, our families and the community around us.

The Dove team has pledged to operate according to these standards of conduct.  I recommend this exercise to any corporation, or any family willing to be accountable for putting their best foot forward.  Our society is in need of a course correction away from the self-centeredness of an “I / me” society to a more civil culture of “you / we.”

Let’s start today!

Dick Rolfe, CEO – The Dove Foundation