Social validity is a foundational component of applied behavior analysis. Behavior-analytic services involve a unique collaboration between the provider, the client, and other key stakeholders (e.g., caregivers), all of whom must buy-in to the goals, procedures, and targeted outcomes for the process to be successful. Part of this collaboration involves understanding the relevance of personal, cultural, and ethical considerations during the therapeutic process. This chapter describes how behavior analysts can incorporate such considerations into their care to maximize the likelihood of meaningful treatment outcomes over time. Topics include cultural responsiveness, autonomy and promoting choice, and ethical decision-making.