This paper explores values in Higher Education. It suggests that values change is an important condition for the reorientation taking place in Higher Education Institutions (HEIs). Plasker’s 100 Year Lifestyle is used as a context for this reflection and the value of service is offered and explored as a possible zone of ‘value generalisation’ that has the openness and flexibility to accommodate a range of often conflicting value positions. Finally, the Universiti Sains Malaysia is offered as an impressive example of the commitment necessary to consciously shift the value basis of an HEI. In this example we see a collaboration between futures thinking and institutional value reorientation.
Keywords: Values, service, anticipation, golden rule, ecoversity, value generalisation