The cleanliness of the employee restroom matters. Knowing the dreams of the lowest paid worker matters. Picking up trash when it's not yours matters. These things matter because they demonstrate care. They're signals we believe in a culture of doing things better with more attention to detail. They signal going out of our way to do the inconvenient thing for someone else's benefit. They signal what we really stand for.
How we act where and when no one is looking is a beacon of our integrity. And eventually, everyone is looking.