The crucial reason for the common dislike, fear, and even hatred of mathematics by students and others is probably not the nature of mathematics itself, but the way the subject is portrayed and taught. We propose that instead of a mathematics curriculum that focuses on concepts and techniques (which is often seen), it might be more productive if the mathematics curriculum emphasises values. Through discussion of three cases of research on values in mathematics education at the intended, implemented and attained levels of the curriculum, we explore this new pedagogical and research arena, and develop questions for future research.