Prior to COVID-19, the most recent cataclysmic event that demanded a reexamination of value was the Great Recession (2007–2009). The Great Recession revealed how notions of value — what it is and how it is expressed — had changed in some crucial ways, pointing to what The Hartman Group termed a New Value Paradigm. As such, we identified several key principles that lay a foundation for understanding contemporary notions of value. These principles and the new value framework that embodies them provide a starting point to consider how COVID-19 has shifted and will continue to shift perceptions of value.