Ethics are standards of right and wrong that prescribe what humans ought to do; principles such as veracity, courage, integrity, forthrightness, consistency, creativity, humility, altruism, quality, accountability, excellence, compassion, innovation, social justice, wisdom, kindness, trust, balance and fairness. Creating a mission statement offers one the opportunity to establish which principles are most important and helps reinforce them when tested.
Macri, Diana. "Make a (Mission) Statement." Women in Higher Education 24.3 (2015): 6-12.