What do you think are examples of ethical companies? What do you think are unethical companies? Any qualities that are consistent in either group?

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Great question. I like companies that step out and take bold steps that actually inspire others. Patagonia. I like what Microsoft is doing under Satya Nadella, coming out with a pledge to be carbon negative by 2030 and to remove all the carbon they've emitted since their inception by 2050. I love the way that Adam Silver of the NBA leads. While we can all have our definition of what an ethical company looks like (there are lists put out by Forbes, Ethisphere and others), qualities I look for are companies that have a clear stated North Star, a purpose that's bigger than profit. Companies that acknowledge stakeholders beyond investors, that recognize obligations to employees, customers, suppliers/vendors, and the communities where they operate...and then follow through with actions to demonstrate they really mean it.

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I’ve long disliked the term ethics. Definitions of ethics all refer to morals. Morals are very personal and vary a lot from person to person, culture to culture. Law is how we as a society express our preferences and impose rules and restrictions on ourselves. So the question should never be about whether companies can be ethical. What does that mean? One person thinks eating meat is unethical, another thinks it’s perfectly ethical. Companies should focus on complying with the law.

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Absolutely. Businesses can be ethical by treating people the way they’d want to be treated. 3 ways Airbnb can do this: Aggressively fight fraudulent listers, let Airbnb members control their data (allow data requests/permissioning/deletion from any state or country), and oh - make it easy for people to get their money back if their travel was affected by covid-19. How not to be ethical: marketing ethics vs living them.

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Is it possible to have a career that you think is ethical, even if you work for companies that are not ethical (such as Facebook or an oil company, for example)?

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There is a fair amount of psychology used in advertising - however, psychology is a field of medicine; medical ethics dictates fully informed consent of a patient before use of medical techniques.

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Companies are not people... despite prevailing law. Why do we pretend they will behave ethically?

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