We reason that goodness is more than relative, that there are values that are universally excellent, such as kindness, justness, purity of motive, love of family and friends, and cleanliness.
These are understood by practical reason, and in enlightened self-interest we willingly put into practice such behaviors.
A modern version of this, confirming eudaimonia or being-cognition, is
https://en.wikipedia.org/wiki/Maslow's_hierarchy_of_needs