This document discusses how values and frames shape public commitment to social issues. It covers how values work, why they matter, how they develop, and implications. Values are guiding principles that transcend situations and influence thought and action. Intrinsic values like social justice and well-being have benefits, while extrinsic values like wealth and image do not. Values develop through life experiences and can be engaged or changed. Framing issues in terms of certain values like consumerism can negatively impact support. Organizations seeking social change should consider how to strengthen intrinsic values and weaken extrinsic values through their own practices, messages, and structures.