Think about contributing to the employees and community you serve. They are not there to server your ego and line your pockets.
The values and principles are there. Executives need to start showing they understand them. For example, Safety Always is a slogan, unless you don't want to get COVID, then it's just what the legal team advises has to be said.
When you give the CEO a 26% raise and also raise the rates of your customers by 20% the hypocrisy is almost comical. If customers had another alternative they would change service in a minute. Start by thinking about how actions match the mission.