Every year, World Values Day is celebrated to heighten global awareness and encourage the practice of values in everyday life. Values motivate us, guiding our behaviour and shaping the passions that fuel our actions. They unite us, forming the glue that holds together communities, institutions, and societies. This year’s global World Values Day theme, ‘Bringing Values to Life’, encourages us to reflect on how we can embody the values that matter most to us.

People from all walks of life and across generations are naturally drawn to institutions that share their values. Values help shape not only what we do, but also how we are perceived in the world. In the realm of marketing and branding, building emotional connections – often called reaching the “hearts and minds” of stakeholders – is essential, and values play a critical role in this. At the University of Pretoria (UP), values are at the core of who we are. In 2023, as part of our refreshed brand strategy, we launched a values campaign to remind our community of what we stand for as an institution.

While values are important across generations, different age groups may value distinct aspects. Baby Boomers often focus on stability, integrity, and societal contributions, while Generation X is known for valuing independence and resilience. Millennials frequently emphasise diversity, social justice, and collaboration. Each generation has its own unique perspective, and UP’s values of Action, Collaboration, Excellence, and Diversity resonate across these lines.

However, as the largest growing segment of our student body – and one of the most socially-conscious generations – Gen Z plays a particularly vital role in shaping our institutional direction. Gen Z is known for prioritising brand ethics, corporate responsibility, and authenticity. Their engagement is driven by their desire to be associated with brands and institutions that demonstrate ethical conduct and positive social impact.

Why values matter

Values aren’t just abstract ideals; they influence our day-to-day actions and have the power to drive positive change. In higher education, institutions worldwide have demonstrated how deeply embedded values can guide not only internal decisions but also how they contribute to society. From Stanford University’s focus on diversity and innovation to Oxford University’s commitment to excellence and public service, values shape the identity and impact of these institutions. By living their values, they drive global progress and enhance the experiences of their students and communities.

Similarly, Arizona State University (ASU) stands out for its commitment to accessibility and sustainability. ASU’s mission is centred on inclusivity, ensuring access to education for a wide range of students while also spearheading initiatives to achieve sustainability goals, including becoming one of the first US universities to achieve climate neutrality. By integrating these values into daily operations, ASU demonstrates how institutions can bring values to life at both local and global scale.

At the UP, we are equally committed to living our core values: Action, Collaboration, Excellence, and Diversity. These values don’t just define who we are as an institution, they guide our behaviour and help us to Make Today Matter, every day.

Students from the University of Pretoria brainstorming ideas for their next assignment.

Living UP’s values every day

Here’s how we can each bring UP’s values to life and make a difference, both within our institution and beyond:

• Action: At UP, making today matter means acting now. Whether it’s in the classroom, the workplace, or our community, we believe in being proactive and seizing opportunities to effect positive change. Start by taking a small, meaningful action today – whether it’s helping a peer, launching a new initiative, or simply addressing a challenge head-on.
• Collaboration: We value the power of working together to achieve shared goals. By fostering transdisciplinary collaborations and building partnerships with like-minded organisations, UP demonstrates that success comes from uniting different perspectives. You can live this value by reaching out to others – within or beyond UP – who share your goals, creating opportunities for collective achievement.
• Excellence: Like Oxford University, whose unwavering commitment to academic and research excellence has made it a global leader, UP strives for excellence in all that we do. Whether in teaching, learning, or community engagement, we set high standards for ourselves. Embrace this value by seeking continual improvement and striving for your best in all your endeavours.
• Diversity: At UP, we know that our strength comes from diversity of thought, culture, and people. By creating an inclusive environment, we reflect the richness of South African society and the global community. Live this value by engaging with those who have different perspectives, actively listening, and celebrating diversity in your daily interactions.

Living our values isn’t limited to a single event or campaign – it’s a continuous effort that can shape how we approach challenges, how we work with others, and how we strive for success. This is seen in higher education institutions worldwide, where values have guided them to make a profound impact.

At UP, we are committed to making today matter. Each one of us can bring our values to life by applying them in our everyday actions, thereby fostering a stronger community and driving positive change. Whether you are a student, academic, or staff member, reflecting on how these values guide your choices will not only benefit you personally but also contribute to the collective success of our institution and society.

So, as we celebrate World Values Day, let’s commit to making our values tangible in everything we do. Together, we can continue to live our values and build a future that reflects our shared vision of a better, more inclusive world.

Isabel de Necker is a Senior Marketing Manager at the University of Pretoria’s, Department of Institutional Advancement. World Values Day is observed annually on the third Thursday in October – 17 October in 2024. 

Disclaimer: The opinions expressed in the article are solely those of the author and do not necessarily reflect the views of the University of Pretoria.