The best replacement for values is ethics.

The best alternatives to values are rated as following:
★★★★★  ethics
★★★★★  morals
★★★★  beliefs
★★★  principles
★★★  virtues
★★  norms
★  goals
★  western values
★  attitudes
★  professional values
★  elements
★  western family values
★  culture
★  interests
★  traits
  needs
  democratic values
  lagged values
  democratic challenges
  business principle
  value
  yesterday\u0027s values
  organizational values
  liberal values
  practices
  ideals
  eastern values
  traditional values
  qualities
  normal values
  integrity
  rules
  norms sociology
  enacted values
  morality

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Speaking about values, one probably shouldn't forget about prices.

Other search terms related to values and their ratings are:
★★★★★ prices
★★★ logic
★★ inequalities
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Google Trends

Scale is based on the average worldwide traffic of values in all years. Click on graph for more.
values
ethics
morals