A large part of counselling is to help people to accept them for who they are and to live life true to who they are. Live life authentically so to speak.
The problem is, many don't really know who they are, and their core values. They may take on their parents' values or their peer's or influenced my Hollywood and media. A big part of counselling in my opinion, is to define that for people.
In counselling, we help people define their values about work, family, kids, parents, siblings, friends, community and their spiritual life as well. Then, we help them to use this as their "inner compass" and encourage them to take actions congruent with those values.
This is a part of ACT... Acceptance Commitment Therapy.
If you want to explore more about ACT, consider getting yourself a copy of the Happiness Trap written by Dr Russ Harris.