The way people are treated can be part of utilitarianism. But it must be judged it by their own reactions and feeling as to how they were treated, rather than some system of personal values that can be altered as it suits you.
An issue I Have with something a little less concretely anchored, like personal values, is that what do we do when two people have opposing personal values? Looked at objectively, how do we judge who is behaving morally? Is this based on whose values are closer to my own? But why do we get to be more right than the third person? On what basis are we arriving at that judgement?