So, you may rightly wonder: 'Does my small effort to recycle really make a difference? Does it matter that I take time to sort my household waste into piles of paper, glass and plastic...if no-one else around me is doing it?'
Business ethics are, however, a way to recognise the existence of ethical issues in business and to provide a framework for their resolution with an opportunity to reflect on what has been decided/action taken. The result is sustainable competitive advantage. That's another euphemism.
Leaders would do well to identify the link between social identity, employee engagement and a strong corporate identity. The sooner we acknowledge that the issues at stake are often not just legal or financial, but often also moral, the sooner we can begin to bring corporate responsibility centre stage.
The Chartered Marketers presented a forum in October where CMSAs were asked to present on Professional Practice and ethics in the workplace. Andrew Brough, an independent consultant, and Graham Willcock, CEO of Radmark, presented on sustainability. The concern that they raised in their presentations was that Marketers play a pivotal role in promoting sustainability, but weren't always aware of the drivers that corporates needed to consider their aligned marketing strategies.
The Gulf of Mexico has proved a turning point for BP. While the company has been criticised for its handling of the incident globally, on the other hand, the BP brand is flying higher than ever before.