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Integrity - use of values or principles to guide action in the situation at hand.

Below are links and discussion related to the values of freedom, hope, trust, privacy, responsibility, safety, and well-being, within business and government situations arising in the areas of security, privacy, technology, corporate governance, sustainability, and CSR.

Ethical Advocates Can Build Significant Goodwill For Companies, 2.11.06

Based on its research, Ipsos has developed a Corporate Responsibility Roadmap with eight model behaviors that can help companies stand out and appeal to Ethical Advocates. These behaviors are:

  1. The company provides quality products and services at a reasonable price, i.e., it doesn’t come across as making excessive profits at the expense of the consumer;
  2. The company provides universal access to its products and services, i.e., it doesn’t discriminate against sections of society because of their wealth, age or geography. This is especially pertinent for financial service, telecommunications and pharmaceutical providers;
  3. The company treats its employees well (both at home and abroad);
  4. The company’s activities are not detrimental to the environment;
  5. The company communicates clearly about its business, products and services so the consumer is able to make an informed choice. Companies with an overarching corporate brand, especially those in consumer goods, are expected to create awareness of their product portfolio;
  6. The company is smart and respectful in its sales, marketing and advertising, i.e., it doesn't adopt aggressive sales techniques, excessive mailings or irresponsible advertising that targets children;
  7. The company supports the local economy by sourcing US products and labor (especially so for the retail and automotive sectors);
  8. The company is committed to innovation (particularly if it is in technology or pharmaceuticals).
Annabel Evans a Vice President with Ipsos Public Affairs and author of a study exploring the corporate reputation of 30 major U.S. businesses from a variety of sectors published the results in a special issue of the magazine, Ipsos Ideas . “Companies that are perceived to be socially and environmentally responsible, and good communicators, are highly regarded,” says Evans. “The opposite is true for companies that don’t perform well in these areas.”"

Ethical Advocates regularly choose products that have some social or environmental benefit, such as those made with recycled content or produced via a fair trade arrangement. They also take personal steps to be more environmental and socially responsible. Most Ethical Advocates, for example, recycle, donate money to charity and make efforts to be energy-efficient.

Among the behaviors Ethical Advocates consider when judging companies are: quality products and services at a reasonable price, fair treatment of employees at home and abroad, support of the local economy, respect for the environment and the ability of consumers to make an informed choice.


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"We shall need compromises in the days ahead, to be sure. But these will be, or should be, compromises of issues, not principles. We can compromise our political positions, but not ourselves. We can resolve the clash of interests without conceding our ideals. And even the necessity for the right kind of compromise does not eliminate the need for those idealists and reformers who keep our compromises moving ahead, who prevent all political situations from meeting the description supplied by Shaw: "smirched with compromise, rotted with opportunism, mildewed by expedience, stretched out of shape with wirepulling and putrefied with permeation.
Compromise need not mean cowardice. .."

John Fitzgerald Kennedy, "Profiles in Courage"


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