Collective values, also known as ETHOS, are the shared beliefs and principles that guide a group of people. They are often based on a shared culture or history, and can be used to define a group's identity and purpose. ETHOS is a Greek term meaning 'CHARACTER' or 'CUSTOM, ' and it is used to refer to the moral values and beliefs that a group of people share. These values can be used to shape the behavior of individuals within the group, and to create a sense of unity and purpose.