“A business should have morality and treasury”  

Business Ethics are the values and principles that regulate the comportment, competence, and conduct in business firms. Formulating business ethics could lead to improved brand image as society believes that ethically responsible organizations value people and the resources more than aiming to make higher profits. Increasing public awareness has become one of the major goals of almost all organizations and in order to do so most of the organizations strive to be ethical.

Kellogg’s company, the multinational food manufacturer, managed to create significance in the society by supporting the LGBT community[1], they demonstrated their support towards them by featuring a gay couple in their advertisement[2]. This advertisement strategy does create an impact on the society, but can now achieve higher number of employees that are a part of the LGBT community. The strategy attempts to improve brand image and shows that Kellogg’s is being ethically responsible. The LGBT community is a topic of great concern. According to research the Christian community was not really pleased with this initiative, they believe that firm is a food manufacturer and does not play a role in weighing the sexual preferences. This created a negative impression of Kellogg’s, due to which they lost a great number of Christian customers[3]. The term ‘ethics’ may postulate numerous definitions, the reason being that an individual’s judgement may vary from one another and in various events. Hence, it is difficult to gain a common understanding of the term. We often find it difficult to differentiate between the good and the bad, ethics become adaptable in accordance with our dynamic world.

I, personally, believe that a business should be ethical but not at the expense of their financial well-being, as a business is a profit-oriented system that will only continue to exist on the firm’s ability to generate revenue.

Image: Kellogg’s supporting the LGBT community[4].

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[1] [1] “Partners in Respect: Kellogg Company.” GLSEN, www.glsen.org/article/partners-kellogg-company.

[2] [2] “Gay Couple Set to Feature in Kellogg’s Corn Flakes Advert.” PinkNews, 28 Jan. 2017, www.pinknews.co.uk/2017/01/28/gay-couple-set-to-feature-in-kelloggs-corn-flakes-advert/.

[3] Samuel Smith , CP Reporter | Nov 11, 2014 1:45 PM. “Christians Upset With Kellogg’s for Promoting Homosexuality in ‘Tony the Tiger’ Gay Pride Ad.” The Christian Post, www.christianpost.com/news/christians-upset-with-kelloggs-for-promoting-homosexuality-in-tony-the-tiger-gay-pride-ad-129529/.

[4]  “Friday from the Frontlines: Pride@Kellogg Hosts LGBT Ally Week.” Clear Admit, 10 June 2016, www.clearadmit.com/2016/06/friday-frontlines-kellogg-celebrates-lgbt-ally-week/.