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Information from the London Borough of Sutton

Customer charter

Our core values

Sutton Council’s vision is:

To build a community on which all can take part and all can take pride. This vision encapsulates our community based-approach and commitment to addressing quality of life issues and inclusiveness.

Our 5 core values reinforce the vision and provide the underlying context to the way in which we do our work.

The values form the acronym PRIDE and show how we are committed to: 



  • Better together: We work collaboratively with colleagues and  partners, recognising that everything we do is for the benefit of our residents
  • Less judgment, more empathy: We treat people with respect rather than making assumptions about their needs or behaviour
  • No decision about me, without me: We believe that everyone has the right to be involved in decisions that affect them


  • We think for ourselves and take initiative rather than waiting to be told what to do
  • We consider options carefully and make judgements, and then we take ownership of our decisions, knowing the risks
  • We always act with integrity and can be trusted to do what we say we are going to do. We hold ourselves and our colleagues to account
  • We take responsibility for continuing to learn and trying to be better at what we do
  • We care about our impact on each other, our partners and our environment


  • We think creatively, look for solutions and solve problems
  • We are always looking for new ideas, learning from our own experiences, each other, and the best in the world
  • We actively try new things; we understand that mistakes create opportunities to learn and we manage the risks that arise


  • We are passionate about everyone having the best opportunities
  • We carefully consider the impact of our decisions, and we always seek to act fairly
  • We recognise that equality is about understanding that people are different and have different strengths as well as needs, rather than simply treating everyone the same


  • We take advantage of new opportunities and manage risk effectively
  • We work with the market and with the community to make the best use of public resources
  • We are robust in our business relationships to ensure that Sutton residents get good value for money