Future Thinking Report - NTU FMB - Year Three

BLURRED LINES: ETHICS

ETHICS CLAUSE I confirm this work has gained ethical approval and that I have faithfully observed the terms of the approval in the conduct of this project.

Signed: Signed (DY) Date: ........................

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CONTENTS

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2 6 8 10 12 14 16 24

ETHICS CLAUSE INTRODUCTION

AIMS & OBJECTIVES

METHODOLOGY

DEFINITON

EVOLUTION

DRIVERS Millenials & Gen Z, Political Engagement, Struggle, Failures

CONSEQUENCES Consumer Distrust, Authenticity Backlash, Consumer Consciousness, Mental Health, Journalism

32 42 44 46 48 54 64

MANIFESTATION Scientific Advancement, Entertainment, Sports, Mental Health, Fashion

CONCLUSION

FUTURE

APPENDIX

REFERENCES

BIBLIOGRAPHY

IMAGES

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INTRODUCTION “We praise a man who feels angry on the right grounds and against the right persons and also in the right manner at the right moment and the right length of time” Aristotle (Rackman, 1996).

Aristotle’s Virtue Theory is an ethical examination emphasising an individual’s character rather than their actions (Brewer, 2005). The theory highlights the importance of living a virtuous life where you do the “right thing, at the right time, in the right amount, towards the right people” (Rorty, 2011). Yet living a virtuous life is not inherited, instead it is a skill learnt through experience, time, practice and encouragement (Moss, 2011).

This report is an exploration into ethics. Exploring right and wrongs, authenticity, exploitation and backlash. With everchanging government laws and policies linked to increasing consumer distrust and pivotal societal issues, will we ever reach a correct ethical stance? How will our views change? How is the world changing to meet our needs?

Is it possible to live a perfect, harmonic, ethical life?

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AIMS & OBJECTIVES The focus of this report is to examine the future of a macro trend and the impact on consumer’s mindsets. The breadth of research into ethics, its related drivers, debates and consequences will determine possible avenues to investigate in the forthcoming stage one report.

This report will…

• Deliver future recommendations or concepts that emulate ethical values which the modern consumer now desires.

• Use justifiable research methods to analyse and evaluate the past, present and future of ethics.

• Exhibit relevant and diverse secondary research to determine the impact ethics has had on contemporary civilisation and how it has evolved consumers perceptions.

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METHODOLOGY This report encompasses a range of secondary research used to collate information regarding ethics. Sources include news articles, online journals, theories, articles and websites, which have been used to compose future recommendations. As the subject of ethics is often personal, news articles such as The Guardian, Times and Huffington Post limited research as they often emphasise different individuals’ points of view (Chonko, 2012).

Other limitations challenging the report was the ever-changing concept of ethics due to fast pace advancements in society. Older information and theories could not be directly related to modern civilisation, yet it was used to draw conclusions on the complexity of ethics and make valid comparisons.

The lack of primary research, such as interviews, limited interpretations on topical issues and debates. However, websites such as The Conversation were used to debate current dilemmas with valid analysis.

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DEFINITION Ethics is the study of what is morally right and wrong, and behaviours related to these values (Velasquez, Andre, Shanks, and Meyer, 2019).

The principle of ethics is not revolutionary; impacting people’s decisions, their lives and what is good for society and individuals (Lefkowitz, 2006.). The purpose of ethics is to create a framework that will support an upsurge of being in any society (Wariboko, 2009) without ethics we would live chaotic, unfulfilling lives (Tait, 2015).

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EVOLUTION

490 BC

Plato: Virtue theory based on happiness being the highest aim of moral thought, and virtues are the skills needed to attain this level of well-being.

1960s Business and social ethics emerge due to dedication and rise in environmentalism. HR departments created, companies’ values shift towards values of ideals and civil rights dominates.

FIGURE 1:

1970s 1724- 1804

340 BC

Aristotle: Emphasises character rather than following rules. To be virtuous you must have all things in moderation.

Businesses riddled with scandal, more equality in the workplace, human rights issues being debated.

Kant: theory on the rightness or wrongness of actions does not depend on their consequences but if they fulfil their duty.

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1980s

Workplace laws redefined, employees voice their opinions on issues, health care ethics are emphasized.

2000s

Ethical predicaments include cybercrimes, personal data, acts of terror including 9/11 and unforeseen financial trouble.

2010s

1990s Rebirth of environmentalism, tobacco companies face scrutiny and lawsuits, globalisation leads to bigger risk.

Ethics challenge inequality and pay gaps, high level of workplace diversity.

Higher expectation for transparency from companies and business leaders.

FIGURE 1: According to Larsen and Dees (2007), the fast pace transformations in the world regularly bring about new ethical dilemmas. The handling of issues when they arise is vital for societal prosperity. Ethics are constantly interchangeable depending on position, success and desires. Today, consumers are regularly confronted by offerings, products and solutions compromising their stance on topical issues for greed (Muncy and Eastman, 1998).

Is it harder to be an ethical person now?

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GEN Z & MILLENIALS

DRIVERS

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Millennials and members of Generation D are transforming ethics, altering the definition to cater to their lifestyle norms. They cannot remember a time without the internet, therefore are constantly digitally engaged and connected to current notions (LS: N Global, 2016). In relation to the Consumer Archetype Model (Jung, 1990) they are independent, truth seeking, progressive and strong. This causes them to be cautious and caring about their personal spending, happily choosing community driven approaches over profit ventures (Mickiewicz and Szymanska, 2017).

Being ‘woke’ is not primarily about being ‘more than conscious’, but being ‘vigilant’ (Murray and Williams, 2017).

This has resonated with the group who want their voices to be heard, linking to esteem and self-actualisation needs in Maslow’s Hierarchy of Needs Model (Maslow and Lewis, 1987). Those who are old enough to vote are guaranteeing they are listened to, whilst the others who cannot are seen as too young to have an opinion (Miller, 2018). This is leading Millennials and Generation D’s to take societal problems into their own hands.

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Trump’s election left Americans ashamed, embarrassed and angry (Blay, 2016). Since the 2016 election, individuals have protested at anti-Trump marches globally because they do not see Trump as their president (Evans, 2016). This “fury of the American public led to the greatest number of diverse candidates to ever run in the U.S. midterm elections last fall” (Nash, 2019). The United States want to be represented by someone who was not brought into power by money or their family fortunes, but through their personal accolades and like-minded values. Alexandria Ocasio-Cortez is changing the face of American politics (Winter, 2019) – the campaign based on trust, authenticity and relatability is proving to be a force to be reckoned with. Her key message is be informed, organised and involved to make the right changes for your country (Alter, 2019).

POLITICAL ENGAGEMENT

Political engagement is causing ethical issues to be debated and critiqued, especially as technology is constantly bringing current affairs to the forefront. Unjustly matters are arising sporadically, impacting different groups of society who are increasingly concerned that they will be next to experience misfortune (Soper, 2007; Woodward 2011). Politics and ethics persistently intertwine, leading to judgements being compromised. America’s economy is ‘the envy of the world’ according to President Donald Trump (2019), yet this accomplishment is compromised as he is constantly accused of behaving unethically and unlawfully (Ashcroft, 2016). Donald Trump is known for allegations of homophobia, racism and sexual assault (Manhire, 2016; Buchanan,2016), however these allegations are not preventative of his position of power.

The negative and harmful characteristics are overlooked if they lead to gratifying results elsewhere (Gaufman, 2018).

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STRUGGLE PAGE 20.

The 2008 financial crisis led to devastating cuts in public spending. This impacted education, social care, security and housing, generating a damaging situation and leaving millions struggling to make ends meet (Haddad, 2012). Theresa May, former Prime Minister, claimed the “era of austerity is over” (Kentish, 2018). Austerity is a campaign led by the Conservative party, involving cutting government spending across the whole of Britain (Mueller, 2019).

The government mistakenly presumed that cuts would lead businesses and charities to step in where necessary, but instead left thousands of people in poverty-stricken positions. For instance, “one in fifty households used food banks in 2018 to 2019” (Ryan, 2019) and families receiving benefits are thousands of pounds worse off every year (Tucker, 2017). The rising crime rates could be a direct link to austerity as youths are missing out on crucial support, yet it could be argued crime rates are related to cutbacks on police forces (Haddad, 2012).

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FAILURES This is not the only time the British public have felt failed by the government. The Grenfell Tower tragedy was one of Britain’s biggest preventable disasters in modern history, resulting in the death of 72 people (Hayes, 2017). The tower was located in the Royal Borough of Kensington and Chelsea - one of the most affluent areas of the richest cities in the world. However, the residents of Grenfell were overlooked and failed by the council with repeated incompetent checks on the standards of their living conditions (Anonymous, 2017; Sharman, 2018). Even after, those who were seeking assistance felt failed by the council as their wellbeing was not considered (Coles, 2019). The cultural divide between the rich and poor has become a driving force as failures are a complete oversight of ethics.

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CONSUMER DISTRUST

CONSEQUENCES

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Poor ethical behaviours have contributed to a breakdown in consumer trust towards establishments. A magnitude of individuals no longer confide in banks, governments or businesses, thus consumers are wary of turning to institutes for help (Kramer and Cook, 2004). Consumers are aware of the macro environment, seeing through fabricated vision statements and corporate propositions of acting ethically.

They are aware that brands prerogatives are profit focused and unethical, hence consumers rejecting these companies.

Consumers are demonstrating their own increased integrity as they no longer rely on others to make change happen; Gina Martin was the first person to single-handedly create a new government law (Martin, 2017). This transpired after a stranger took a picture up her skirt whilst attending a festival. After reporting the incident to the police she was informed ‘upskirting’ was not an offence and her case could not be taken any further (Cook, 2019). The lack of trust in organisations, has influenced the publics independence and reliance on services. Consumers are yearning for greater transparencies of ethical practices (Guèvremont, 2018). If brands do not exhibit virtuous tendencies, consumers are no longer afraid to find solutions to their problems alone.

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AUTHENTICITY BACKLASH PAGE 26.

Deeper consumer consciousness has promoted society to look for brands with compatible values and who exhibit an unclouded ethical compass. This has provoked brands to either evolve with propositions that align themselves with more educated consumers, or lose out (Emirali, 2019). Brands are composing numerous affirmations about admiral codes of ethics, however when examining their disciplines, they are proven fabricated.

For instance, Lidl’s vision statement claims they create products that “benefit producers, people and the planet” (Lidl, 2019).

Whilst, in reality the supermarket chain only gives 1% of their profits to correct their human rights abuses and poor ethical standards caused throughout their supply chain. This is leading to consumers turning away from big brands riddled with ethical contradictions, to brands they can trust.

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Austerity did not just damage those struggling with mental health problems but caused a significant rise in causing symptoms related to mental health between the years of 2009 and 2013 (Barr, Kinderman and Whitehead, 2015). The cuts in spending have led to the abolishment of services created to help people in need. Young people have been impacted as they relied on youth centres and mentor programmes (Rocks and Tsiachristas, 2019). Jeremy Hunt declared that child mental health services were the “biggest single area of weakness” in the NHS (Gammie and Lintern, 2016), demonstrating the severity of cuts.

MENTAL HEALTH

Mental health has faced severe consequences caused by complex ethical dilemmas (Morgan, 2016). As Jamison (2011) says, mental health “raises larger questions of identity, meaning and one’s place in society” alongside empathetic approaches and appropriate treatments. The Mental Health Act 1983 questions the ethical treatment of mentally ill patients who are treated against their will, even if they have the capacity to understand treatment (Finlayson, and Riordan, 2007; Department of Health, 2008). This raises issues regarding lack of consent and whether treatment is justifiable. Yet, without laws those struggling in society could become victims, vulnerable to their own problems.

The ignorance, stigma and discrimination against people who are mentally ill have been factors for people to avoid seeking treatment (Henderson, Evans-Lacko, Thornicroft, 2013). To tackle the problem the government have created campaigns focused on removing the stigma of mental health (Taggart and Speed, 2019). However, people seeking help are instructed to wait for long periods of times - or worse, turned away leading to the possibility of conditions deteriorating (MatthewsKing, 2018). Thus, if people are so reluctant to receive help, why are the waiting lists for help so long? Is it ethical to produce campaigns promoting help which is not available? And most importantly what is the danger of turning people away?

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JOURNALISM

Unethical practices regarding journalism has created a pessimistic opinion among consumers. Journalisms credibility is now questioned, often seen as distasteful and fuelled with lies. The “fake news” spectacle driven by President Donald Trump during his electoral campaign against alleged reports (Bakir and McStay, 2018) led consumers to further speculate media outlets. Author of ‘This Is Not Propaganda’ Peter Pomerantsev, explained “we live in a new form of censorship where we do not understand how the information environment around us is shaped”, leaving consumers sceptical (Illing, 2019).

Consumers’ ethical conscience left them questioning the intent of articles, the line between public and private life has been minimised through constant streams of news articles and the lack of enforcement on the media. The Leveson Enquiry (Petley, 2012) into the culture, practices and ethics of the British press was in response to public outrage after the phone of missing schoolgirl Milly Dowler being hacked by the media. This directed recommendations on how newspapers must handle themselves, including a code of conduct and tighter regulations in regard to press intrusion. However, this has not prevented the press acting unethically in recent years. In September, England rugby player Gareth Thomas was forced to disclose his HIV diagnosis after intimidations from an unidentified tabloid (Antoniou, 2019). Similarly, Ben Stokes has begun a court case with The Sun after they detailed a private family tragedy which happened before the cricketer was even born. These stories make consumers question how we allow the press to behave and is there such thing as ethical journalism?

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MEDICAL ADVANCEMENTS

MANIFESTATION

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Ethical attitudes have challenged monumental medical progressions due to individuals’ interpretations on right and wrong (Embree, 2000).

Debates on topical issues have become increasingly complex due to technological elevations playing into future developments. The openended argument surrounding euthanasia has led to an uncertainty whether it is an ethical procedure or not. The UK government believes it is an illegal offense, yet in Sweden it is seen as ethical due to it relieving consistent pain for someone. So, under what circumstances can euthanasia be justifiable, if at all?

Adoption, IVF and surrogacy are options for those unable to procreate on their own. Although, progressions have created the opportunity to change the genetics of future children which could become a possible ethical problem (Pang and Ho, 2016). Adapting genetics to prevent illness or disease could be seen as unobjectionable yet picking appearance-based traits could be “morally permissible” (MatthewsKing, 2018). We are approaching an unknown space where we are treating new life like customisable products. The industry of creating life and choosing physicality’s could be further argued as unethical considering the current environmental crisis and overpopulation.

Citizens are now turning away from having children due to fears over the environmental crisis (Paddison, 2019).

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ENTERTAINMENT

The Handmaid’s Tale (2017 and Atwood, 1986), depicts a nearfuture dystopia. Inspired by social and political problems in the early 1980s, it portrays how a country’s position may lead to a break down in ethics. There are comparable aspects between the storyline and today’s society, for instance characters are prevented from knowing information relating to North Korea as citizens are prohibited access to the internet. Another similarity is the restriction on clothes and female oppression which is comparable to middle eastern cultures. Author Margaret Atwood said, “I would not put into this book anything that humankind had not already done, somewhere, sometime” (Atwood, 2011). This draws warnings to modern society on the dangers of complacency from governments, politicians and citizens must control their governments.

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SPORTS

Racism has corrupted the world of football. Despite numerous campaigns to eradicate discriminatory behaviour from the sport, football is suffering a crisis. Organisations have used their engaging platforms to spread the message of zero tolerance to discrimination in favour of respect and diversity. However, the impact of these campaigns seems to be minimal and ingenuine.

England recently played Bulgaria in Sofia, where they embraced dispiriting circumstances of racism. Although being fined ÂŁ65,000, Bulgaria could have been sent “an uncompromising messageâ€?

(Delaney, 2019) following their immoral behaviour.

Football association FIFA have been criticised for their money driven approach rather than considering ethics (Laughland, 2017). Qatar won a bid for the 2022 World Cup despite the poor ethical stance of the country, unbearable hot temperatures and conspiracies that it was a winning bribe. This has caused a high number of worker deaths during the creation of their new stadium and migrant workers being treated corruptly (Amnesty, 2019).

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MENTAL HEALTH

In response to the mental health epidemic, The Mind Map is an enterprise created to support those struggling. Those who felt failed by the government and the NHS can talk freely to researchers, psychotherapists, journalists and necessary first aid instructors. The accessible online resource claims to help “navigate to a better mental health through journalism, signposting, therapy and first aid training�

(Houghton, Friend and Hawkins, 2019).

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FASHION PAGE 40.

Increasing consumer awareness regarding the environmental damage of the fashion industry, has led to brands revolutionising their practices to behave with higher morals (Conway, 2019). H&M has created a conscious collection designed to promote the use of recycled materials and sustainable fabrics. However, the collection only accounts for 5% of the entire brands product line and includes products costing ÂŁ5, exemplifying throw-away culture (Martin, 2017 and Cotton, 2018). Similarly, fast fashion giant Zara pledged to use 100% sustainable fabrics by 2025. This mission is blatant greenwashing in attempt to gain conscious consumers as it would not be possible according to their current business model (Marquis, Toffel and Zhou, 2016).

The LVMH group portfolio includes elitist and prestige fashion houses and brands. Bernard Arnault, the CEO, received global criticism for his â‚Ź300 million contribution towards the reconstruction of the Notre Dame in Paris (Cao, 2019). This has prompted questions on the grand scale generosity for a relic cathedral, alongside frustrations that other disasters, such as Amazon rainforest fires, were not backed by the same support (Dawkins, 2019).

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CONCLUSION The lines between ethical right and wrongdoings are becoming increasingly clouded. Attaining a correct ethical stance aligns with consumers contemporary expectations on brands and establishments, they expect greater transparency, representation and consideration. Ethics will fluctuate due to modern consumers perceptions being challenged as they are confronted by new tests.

Schwartz Theory of Basic Values (2012) substantiates that “individuals and groups have different value “priorities” or “hierarchies”” that will conflict with other values and effect other individuals.” Being an all-encompassing ethical person is challenging as personal aspirations often conflict values or compromise another individual or group’s way of life.

The transitional aspects of ethics are proving strenuous for businesses and organisations to pursue. These ideals should be a crucial element of every decision and practice, especially as consumers now have more power both online through social media channels and offline where they are choosing to protest against poor ethical practices.

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FUTURES

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Millennials and members of Generation Z are a fighting force society for ethical prime. Their passions for politics, economics and environmental issues is proving more complex than their current academic syllabus.

They have proven mature enough to comment on current tribulations, proving that education is no longer fit for purpose.

Consumers envisage greater transparency from brands. Integrity has led individuals to be less gullible in bogus mission statements and greenwashing. Brands will have to be more cooperative, honest and understanding to compete.

Anxiety surrounding the security of the future is creating a cautious consumer. With a keen interest and knowledge of the bigger picture, consumers desire brands they can rely on and trust. Brands will need to offer a greater diverse protection online and offline.

The outspoken nature of society is creating groups who share their likeminded struggles and values. Increasing political and societal issues are creating topical debates, opinions are being created and consumers want spaces to share their ideas on solutions.

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APPENDIX FIGURE 1:

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FIGURE 1: Timeline of the History and Evolution of Ethics.

Yearby, D (2019) Timeline of Ethics [timeline]

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