Is there, anywhere? When does moral and business became almost an oxymoron? I have worked in banks for the first half of my life — admittedly not a favored viewpoints for morals — so I had my share of ‘real world’ stuff that eroded the moral principles I have accumulated during my studies. But when I moved out of banking I notice how this friction between morality and business is pervasive in any sector. With the advent of advanced marketing, moral ‘messages’ abound, but they are so regularly matched with contradicting realities that we have a hard time believing that this is anything more than a marketing gimmick. John Kenney, the person behind BP slogan ‘Beyond Petroleum’ said, after learning of the Prudhoe Bay pipeline:

‘Beyond Petroleum’ is just advertising. It’s become mere marketing — perhaps it always was — instead of a genuine attempt to engage the public in the debate or a corporate rallying cry to change the paradigm. Maybe I’m naïve.

This has unintended consequence because the few companies that are serious about morals — read ‘Patagonia’ — end up being unnoticed in their effort.