Looking at the case study, the following moral principles and concepts are evident. Namely, Honesty, justice, equality, integrity, and respect. The ethical principle of honesty calls for social uprightness in regards to not lying, cheating, or providing misrepresented information in any way. This principle allow people to be of great service to themselves and others. Therefore, promoting peace of mind and building trust levels. In the case study, as much as I would want to protect Marcus’ career and mine, I am obliged to provide Donald my boss with truthful information as to exact events that culminated.
The second ethical principle evident is equality. This moral aspect underlines the importance of treating people equally regardless of the status, social or religious affiliation. The gay and lesbian community are no lesser human beings. The community are also customers like any other group, therefore, they deserve a right to have promotional campaigns that reflects that target them. What is more, gay community make up the largest customer segment of the company in terms of revenue.
Justice refers to holding people accountable for their actions. In regards to the case study, I should assume responsibility for the uproar caused by marketing ad that I oversaw. Though I do not see any reason for holding Marcus and I accountable, all we did was only for the good of the company and every person in the society. Justice also provides for fair treatment of all persons including the gay and lesbian community.
Lastly, respect. This ethical element dictates respecting the underlying social norms, authorities, and rights of individuals. In the case study, though it would have been prudent to respect the rights of the gay community, it is also important to pay attention my boss’ and the general society’s concerns.
