Ethics can be defined as a “system of moral principles”; one that governs the conduct and behaviour of an individual or group, and despite what some might think these systems are present in the business world today. If one were to call on stereotypes, it could be said that corporations are nothing more than a faceless evil that exists merely to produce profits – and that they could not care less how they go about obtaining them. This is simply untrue. There are always those who would prefer to cut corners and do anything necessary to cut costs, but even these companies are held in the tight grasp of public opinion. Society and business are inseparable; even overlooking factors such as brand equity and stock ownership, a company will always be completely dependent on the consumer. This means that the company is responsible for keeping its consumers happy, and the consumers tend to look down on actions that society would consider “unethical”. In this way, even companies that may not be burdened with a moral compass are forced to adhere to at least a low standard of ethical propriety – if only for their own sake. Consider, for example, (as stated in the Harvard Business Review, http://hbr.org/2006/12/strategy-and-society-the-link-between-competitive-advantage-and-corporate-social-responsibility/ar/1) Nike’s consumer boycott following the media reports of its abusive labor practices; or the Greenpeace outcry in response to Shell Oil’s sinking of the Brent Spar, a massive oil rig located in the North Sea. The company is always reliant on the consumer, so as long as some of the world’s population is in possession of a conscience companies will be held to a certain standard of moral integrity.