21 Key Practices for Ethical Leadership in People Management

Ethical leadership is the practice of leading by adhering to moral principles, ensuring that every action taken within an organization aligns with shared values and ethical standards. Ethical leadership requires making the right decision while embodying integrity, fairness, and accountability in daily operations. This leadership style is built around 3 main practices: Leading by Example, “Respecting Others”, and Promoting Open Communication.

By Leading by Example, managers demonstrate the values expected from the team, which fosters a culture of integrity. Respecting others involves treating every employee, stakeholder, and customer with dignity and fairness. Meanwhile, Promoting Open Communication ensures that transparency is prioritized in decision-making processes, inviting trust and inclusivity.

The effect of ethical leadership is discussed in a research by Christie Kleinmann on social responsibility and ethical leadership, Kleinmann explained how organizations that implement ethical leadership practices have seen a marked improvement in stakeholder trust, which correlates with measurable growth in areas such as brand reputation and customer retention. Organizations that embrace ethical leadership often see a 15-20% increase in stakeholder engagement over time due to their commitment to transparent and responsible communication.

From an internal perspective, ethical leadership is crucial for employee retention. Employees who feel that leaders act with integrity and respect are more likely to stay with the organization long-term. Simple behaviors, such as listening actively, recognizing contributions, and maintaining transparency have a powerful impact in demonstrating ethical leadership. However, one challenge of ethical leadership is the presence of toxic work cultures where unethical behavior is overlooked or even rewarded, undermining the efforts of leaders who strive for integrity. Below are 21 Key Practices for Ethical Leadership in People Management.

  1. Lead by Example
  2. Respect Others
  3. Promote Open Communication
  4. Commit to Fairness
  5. Build Trusting Culture
  6. Take Ownership of Actions
  7. Address Ethical Dilemmas
  8. Adapt to Change
  9. Embrace Diversity
  10. Consider Ethical Implications
  11. Promote Transparency
  12. Enforce Ethical Standards
  13. Identify Ethical Risks
  14. Hire Ethically Aligned Employees
  15. Develop Confidence
  16. Manage Stress Effectively
  17. Be Accountable
  18. Serve the Community
  19. Be Honest
  20. Ensure Justice
  21. Build Community

1. Lead by Example

Lead by Example is modeling the behaviors and ethical standards expected from others. Leading by example guides decisions and actions aligned with integrity and fairness by showing team members how to embody values like honesty, accountability, and respect. Leading by example, in the workplace is important because employees are more likely to adopt ethical behaviors when employees see leaders acting ethically. Howard Schultz, the former CEO of Starbucks, promoted sustainability by leading the company’s ethical sourcing practices. Leading by example positively impacts team dynamics by fostering trust and enhancing team performance. 

A study by ZhiXiao Ye, Xianfa Shang, Zahid Shafait, and Youli Xu, titled “Impact of Leading by Example on Employees’ Organizational Commitment” highlights how leaders who demonstrate commitment to work and the work of the team members significantly influence the followers’ organizational commitment. Hypocrisy, in contrast, is where leaders fail to embody the values expected from others. Hypocrisy erodes trust and leads to disengagement. By leading by example, ethical leaders build credibility, setting the stage for the next practice, “Respect Others”, where mutual respect strengthens collaboration.

2. Respect Others

Respecting others is valuing the opinions, rights, and contributions of all individuals in the organization. Respecting others fosters ethical leadership by promoting an inclusive environment where fairness and dignity are upheld. Respecting others in the workplace is crucial, with employees reporting that respect significantly enhances job satisfaction. Satya Nadella, CEO of Microsoft, exemplifies respecting others by emphasizing empathy and mutual respect in all interactions, which improves team cohesion.

The research titled “Understanding Humanistic Management” by Domenec Melé discusses humanistic management, which emphasizes respect for individuals as a core principle. Melé’s work highlights how respecting employees’ dignity and well-being leads to better organizational outcomes. Disrespect, where individuals are ignored or treated unequally, creates a toxic work environment, leading to conflict and decreased morale. Ethical leaders who respect others build a foundation for “Promote Open Communication”, ensuring transparency and inclusivity.

3. Promote Open Communication

Promoting open communication is fostering an environment where information flows freely, ensuring transparency and accountability. Promoting open communication encourages honesty, reduces misunderstandings, and improves decision-making. Promoting open communication is vital in workplace settings, with companies exhibiting transparent communication experiencing higher employee engagement. Elon Musk, who advocates for direct communication at Tesla, exemplifies open communication by creating a culture where information is accessible to all employees.

A research titled “Building a Culture of Open Communication: Overcoming Barriers & Fostering Growth” by Aaron Hall discusses strategies for leaders to break down barriers to open communication and create an environment where communication thrives, ultimately benefiting the organization and employees. Secrecy arises when leaders withhold information, leading to distrust and poor collaboration. Promoting open communication naturally aligns with “Commit to Fairness”, where transparency enhances equitable decision-making.

4. Commit to Fairness 

Commitment to Fairness is ensuring decisions are made impartially and equitably, without favoritism or bias. Committing to fairness is important in fostering ethical leadership because fairness creates an environment where all employees feel treated justly, improving job satisfaction and performance.

According to SHRM, fairness improves retention as employees value impartial treatment. Mary Barra, CEO of General Motors, is a prime example of a leader committed to fairness, as seen in her focus on equitable employee policies. Studies by McKinsey emphasize the importance of procedural fairness in performance management systems, the study suggests that fair systems, which transparently link employees’ goals to business priorities and invest in the coaching skills of managers, are perceived as more effective. Bias, in contrast, leads to unfair advantages, reducing trust and engagement. Commitment to fairness strengthens “Build a Trusting Culture”, where impartiality and justice form the basis of trust.

5. Build a Trusting Culture

Building a Trusting Culture is fostering an environment where employees feel safe, valued, and supported by leaders. Ethical leadership thrives on trust, which is foundational to employee satisfaction and collaboration. Building a trusting culture in the workplace is critical, as organizations with high trust levels experience an increase in productivity. Richard Branson of Virgin emphasizes trust by empowering employees and encouraging transparency.

A study titled “Everything Starts with Trust” by Frances X. Frei and Anne Morriss (2020) emphasizes that trust is the foundation of effective leadership. The study shows three core drivers of trust: authenticity, logic, and empathy, and guides how leaders develop trust traits. Mistrust, in contrast,  leads to poor collaboration, low morale, and increased turnover. By building trust, leaders create the conditions necessary to “Take Ownership of Actions”, reinforcing accountability within the team.

6. Take Ownership of Actions

Take Ownership of Actions is accepting full responsibility for decisions and outcomes. Ethical leaders who take ownership demonstrate accountability, setting a standard for the organization. Taking Ownership of Actions in the workplace is key, as companies with accountable leadership see higher performance.

Warren Buffet illustrates taking ownership by openly acknowledging mistakes and taking corrective action. Research by John Coleman titled “Take Ownership of Your Actions by Taking Responsibility”(2012) emphasizes the importance of taking responsibility for one’s actions in the workplace, the study discusses how ownership leads to better project outcomes and improved professional relationships. Blame-shifting, in contrast, erodes trust and damages team morale by deflecting responsibility onto others. Taking ownership enables leaders to address complex issues head-on, especially in “Address Ethical Dilemmas”, where moral clarity is essential.

7. Address Ethical Dilemmas

Address Ethical Dilemmas is confronting and resolving situations where moral values conflict. Ethical leadership demands navigating ethical dilemmas with integrity to ensure ethical standards are maintained. Addressing  Ethical Dilemmas in the workplace is vital, with employees expecting leaders to handle ethical issues transparently. Indra Nooyi, former CEO of PepsiCo, is an example of a leader who consistently addressed ethical dilemmas by focusing on sustainability and social responsibility.

A study titled “Human Resource Management Ethics and Professionals’ Dilemma: A Review and Research Agenda” by Kelechi Ekuma and Loliya Akobo (2015) reviews the ethical challenges faced by HR professionals due to the evolving nature of HRM. The study highlights the need for ethical frameworks and strategies to address ethical dilemmas effectively. Avoidance arises when leaders sidestep tough decisions, allowing ethical issues to fester. Addressing ethical dilemmas is essential for ethical leaders to “Adapt to Change”, especially as new challenges emerge in a dynamic workplace.

8. Adapt to Change

Adapt to Change is a leader’s ability to adjust to new situations while maintaining ethical principles. Ethical leaders must stay flexible and responsive to changes without compromising values. Adaptability to Change in the workplace is essential, with organizations that adapt quickly seeing a performance improvement. Jeff Bezos exemplifies flexibility by adapting Amazon’s strategy to meet evolving customer needs without sacrificing ethical standards.

A study by Allaya Cook-Campbell titled “Adaptability in the Workplace: Defining and Improving This Key Skill” (2022) emphasizes the importance of adaptability skills in helping people and teams thrive during times of change and new challenges. Rigidity, in contrast, leads to stagnation and resistance to innovation. Adapting to change ensures that leaders are well-positioned to “Embrace Diversity”, where inclusivity drives growth and innovation.

9. Embrace Diversity

Embrace Diversity is valuing and promoting a variety of perspectives, backgrounds, and experiences within the organization. Ethical leadership that embraces diversity encourages creative problem-solving and inclusivity. Embracing  Diversity in the workplace is critical, as diverse teams generate more revenue through innovation. Tim Cook, CEO of Apple, is known for championing diversity and inclusion as central to Apple’s success.

The research titled “The Key to Inclusive Leadership” by Juliet Bourke and Andrea Titus (2020)  highlights how inclusive leadership is crucial for organizations to adapt to diverse customers, markets, ideas, and talent, the study emphasizes the importance of leaders being aware of biases and expressing humility and empathy to create a sense of inclusiveness. Homogeneity, in contrast, limits perspectives and stifles creativity. Embracing diversity ensures that leaders are equipped to “Consider Ethical Implications”, particularly in decisions that affect a diverse range of stakeholders.

10. Consider Ethical Implications 

Considering ethical implications is evaluating the moral impact of decisions on stakeholders and society. Ethical leaders who consider ethical implications ensure that decisions do not harm individuals or the community. Considering  Ethical Implications is essential in the workplace, as consumers prefer companies that prioritize ethical decision-making. Leaders like Paul Polman, former CEO of Unilever, consistently considered the ethical implications of sustainability initiatives.

A study titled “The Ethics of Managing People’s Data” by Michael Segalla and Dominique Rouziès (2023) discusses the ethical challenges of managing people’s data, focusing on issues such as data provenance, purpose, protection, privacy, and preparation. The study emphasizes the need for a robust ethical review process to ensure responsible data management. Shortsightedness, in contrast, occurs when leaders focus on immediate gains without considering long-term ethical consequences. Considering ethical implications helps to “Promote Transparency’, as decisions are made with full visibility and accountability.

11. Promote Transparency

Promote Transparency is making decision-making processes and organizational information readily accessible to all stakeholders. Ethical leaders promote transparency to build trust and ensure that actions align with values. Promoting Transparency is critical in a workplace, with employees expressing greater trust in organizations that practice transparency. Yvon Chouinard, CEO of Patagonia, exemplifies promoting transparency by sharing detailed reports on the company’s environmental impact.

A study titled “How Transparent Should You Be with Your Team?” by Martin G. Moore (2023) explores the nuances of transparency in leadership, which emphasizes that transparency helps build trust and is essential for creating a high-performance culture. However, the study also discusses the importance of understanding when full transparency is appropriate and when transparency is not. Opacity, in contrast, leads to secrecy, which undermines trust and accountability. Promoting transparency is essential to “Enforce Ethical Standards”, ensuring that ethical practices are visible and upheld.

12. Enforce Ethical Standards

Enforce Ethical Standards is holding all employees accountable to a clear ethical code, ensuring that misconduct is addressed and prevented. Ethical leadership that enforces ethical standards promotes fairness and prevents unethical behavior. Enforcing Ethical Standards is important in the workplace, as incidents of unethical behavior decrease when strong standards are enforced.

The research titled “Building an Ethical Company” by Isaac H. Smith and Maryam Kouchaki (2021) discusses how organizations help employees develop moral character through experiential training in ethical dilemmas, fostering psychological safety, and creating a culture of service, which emphasizes that ethical behavior is nurtured over time. Leniency, in contrast, occurs when unethical behavior goes unchecked, leading to more violations. Enforcing ethical standards ensures leaders “Identify Ethical Risks”, proactively preventing ethical breaches.

13. Identifying Ethical Risks

 Identifying Ethical Risks is recognizing potential ethical issues before the issues escalate. Ethical leaders who identify risks mitigate early, ensuring that ethical norms are maintained. Identifying  Ethical Risks in a workplace is essential, as companies with strong risk management reduce ethical breaches.

A study by Trevino, L. K., & Brown, M. E. (2004) argues that managers play a critical role in shaping organizational ethics. The study emphasizes that understanding and identifying ethical risks is essential for promoting ethical behavior across an organization. Identifying ethical risks helps prevent unethical practices that harm both employees and the organization. Complacency, on the other hand, occurs when leaders overlook risks, leading to serious ethical violations. Identifying risks supports “Hire Ethically Aligned Employees”, as a values-driven workforce helps uphold ethical standards.

14. Hire Ethically Aligned Employees

 Hire Ethically Aligned Employees is recruiting individuals whose values align with the organization’s ethical standards. Ethical leaders ensure that new hires contribute positively to the ethical culture. Hiring  Ethically Aligned Employees is critical, with better retention seen in companies that prioritize ethical alignment. Satya Nadella of Microsoft emphasizes hiring for cultural and ethical fit.

A study by Collins, D. (2009) titled “Essentials of Business Ethics: Creating an Organization of High Integrity and Superior Performance” discusses the importance of hiring employees who align with an organization’s ethical values. Hiring ethically aligned employees fosters an organizational culture of integrity, reduces unethical behavior, and enhances overall performance Misalignment, however, creates conflict and undermines team cohesion. Hiring ethically aligned employees contributes to “Develop Confidence”  within the organization, as shared values build trust.

15. Develop Confidence

Develop Confidence is building self-assurance within oneself and the team, leading to more decisive and ethical actions. Ethical leaders develop confidence by fostering an environment of trust and support. Developing confidence in a workplace is crucial, as employees with high confidence in leadership report greater engagement.

Research by Bandura, A. (1997) discusses the importance of developing confidence (self-efficacy) in leadership and management roles. Managers who have high levels of confidence in their abilities are more likely to lead effectively, influence the team positively, and handle challenges in people management with resilience. Self-doubt, in contrast, undermines decision-making and hinders ethical actions. Developing confidence helps leaders and teams effectively “Manage Stress”, ensuring resilience under pressure.

16. Manage Stress Effectively

Managing stress effectively means maintaining well-being and ethical clarity during challenging situations. Ethical leaders who manage stress set a positive example, improving team productivity and morale. In the workplace, managing stress is crucial, as companies often experience increased productivity when stress is handled well. A study by Buckingham, M., & Clifton, D. O. (2001) highlights that effective people management begins with identifying and leveraging employees’ strengths, which can play a key role in reducing workplace stress.

When employees are aligned with roles that suit their strengths, they experience less stress, greater motivation, and higher productivity. Leaders who focus on strengths-based management are better equipped to handle their own stress, enabling them to maximize team performance, improve employee engagement, and boost overall productivity. Conversely, burnout diminishes a leader’s ability to make sound decisions, leading to rash actions and reduced team effectiveness. Managing stress effectively ensures leaders remain calm and accountable, promoting responsibility in the face of adversity.

17. Being accountable

Being accountable is taking full responsibility for one’s actions, decisions, and consequences. Ethical leaders who practice accountability foster a culture of trust and integrity. Being Accountable, in the workplace is key, as employees believe accountability is a crucial leadership trait. Tim Cook, CEO of Apple, consistently demonstrates accountability by owning decisions and driving transparency.

A study by Schlenker, B. R., Britt, T. W., Pennington, J., Murphy, R., & Doherty, K. (1994) titled “The Triangle Model of Responsibility” how accountability in management leads to better individual and organizational performance. The authors argue that being accountable encourages managers to take ownership of actions and decisions, fostering a culture of transparency and trust within teams. Irresponsibility, on the other hand, causes a breakdown in trust and reduces team collaboration. Practicing accountability naturally leads to “Serve the Community”, as leaders who take responsibility ensure actions benefit a broader audience.

18. Serve the Community 

Serving the community is the ethical obligation of leaders to contribute positively to society and the communities. Ethical leadership that focuses on service benefits the organization and enhances social reputation. Serving the Community, in the workplace is critical, with millennials preferring to work for socially responsible companies. A prime example is Salesforce’s Marc Benioff, whose leadership in corporate philanthropy sets a high standard.

A study by Clampitt, P. G., & Downs, C. W. (1993) titled “Employee Perceptions of the Relationship between Communication and Productivity: A Field Study” emphasizes the critical link between communication and productivity in organizations. Clampitt and Downs found that clear and transparent communication from managers helps employees understand roles and responsibilities, leading to higher productivity and better team performance. Effective communication also fosters trust and reduces workplace ambiguity. Self-interest, in contrast, prioritizes profit over people, eroding trust and damaging organizational reputation. By serving the community, leaders demonstrate “Be Honest”, ensuring transparency in intentions and actions.

19. Be Honest

Being honest is consistently telling the truth and acting transparently in all matters. Ethical leaders who practice honesty build trust and credibility within the team and the broader organization. Being Honest, in the workplace is essential, as employees feel that honesty from leadership enhances team loyalty. Warren Buffett, for example, is known for his honesty in addressing shareholders and taking ownership of mistakes.

A study by Simons, T. L. (2002) titled “Behavioral Integrity: The Perceived Alignment Between Managers’ Words and Deeds as a Research Focus” highlights the importance of honesty, particularly in the form of behavioral integrity, in people management. When managers’ actions align with words, employees are more likely to trust managers, leading to greater commitment and engagement. A lack of honesty, on the other hand, undermines trust and reduces organizational effectiveness. Deception, in contrast, destroys trust, leading to disengagement and conflict. By being honest, leaders ensure the integrity needed to “Ensure Justice”, promoting fairness in decisions and interactions.

20. Ensure Justice

Ensuring justice is to make sure that fairness and equality are maintained in decision-making and the treatment of others. Ethical leaders who practice justice foster a culture of inclusivity and fairness. Ensuring Justice is important, in the workplace as equitable treatment improves employee satisfaction.  Leaders like Jacinda Ardern, former Prime Minister of New Zealand, demonstrate justice by making fair and inclusive policy decisions.

A study by Greenberg, J. (1987) categorizes different forms of organizational justice, including distributive, procedural, and interactional justice. Greenberg, J. emphasizes that ensuring justice in people management is crucial for fostering employee trust, satisfaction, and commitment. Justice perceptions influence employees’ attitudes and behaviors, impacting overall organizational performance. Injustice, leads to favoritism and inequity, harming team morale. Ensuring justice supports “Build Community”, where ethical leadership unites individuals under shared values.

21. Build Community  

Building a community is fostering a sense of belonging and unity within the organization. Ethical leaders build communities that are supportive, inclusive, and values-driven, improving overall organizational well-being. In the workplace. Building Community is vital, as companies that promote a strong community tend to see a boost in collaboration.

A study by Kahn, W. A. (1990) titled “Psychological Conditions of Personal Engagement and Disengagement at Work” emphasizes the importance of a sense of community in fostering employee engagement. Kahn, W. A. argues that individuals who feel connected to the workplace community, are more likely to be engaged and committed to work, which enhances overall organizational performance. Isolation, where leaders fail to create connections, leads to disengagement and a lack of cohesion. Building a community completes the ethical leadership framework by uniting all practices.

What is the definition of Ethical Leadership?

Ethical leadership is leading with a strong commitment to ethical principles, prioritizing stakeholder well-being, and fostering a culture of integrity and accountability. Ethical leaders set organizational values, promote ethical behavior, and make decisions with fairness and transparency. For example, a CEO who champions corporate social responsibility and sustainability exemplifies this. Researchers like Linda K. Treviño and Michael E. Brown have highlighted effective leadership roles in shaping organizational culture and employee behavior, while scholars like Christie focus on traits that build trust and enhance effectiveness.

How does ethical leadership help in managing people?

Ethical leadership helps in managing people by fostering a culture of trust, accountability, and open communication, which enhances team dynamics and collaboration. Leaders who model ethical behavior set a standard for employees, leading to increased adherence to organizational values and a shared commitment to ethical practices. A study by Brown and Treviño has shown that ethical leadership positively influences employee behavior, resulting in lower turnover rates and higher job satisfaction. Additionally, ethical leaders encourage transparency, which facilitates better collaboration and innovation among team members.

To be an ethical leader, one must prioritize integrity, empathy, and fairness in interactions, ultimately leading to better collaboration as outlined in “Collaboration techniques for managers”. By creating an environment where employees feel respected and valued, ethical leaders effectively manage diverse teams and drive organizational success, as studies have shown that standardized project management and progress tracking significantly enhance team performance. Microsoft Teams and regular team meetings boost collaboration, fostering knowledge sharing and improving team productivity.

What is the importance of Ethical leadership?

The importance of ethical leadership is fostering trust, enhancing reputation, and promoting employee engagement. Ethical leadership builds trust by aligning values and actions, making employees feel secure and aligned with the organization’s mission. Ethical leaders enhance the organization’s reputation, attracting loyalty from customers, investors, and the community. Ethical leadership creates a positive workplace culture, boosting employee engagement, job satisfaction, and productivity, which contributes to long-term success and sustainability.

What are some Business ethics for managers and leaders?

Here are some business ethics for managers and leaders:

1. Integrity: Acting with honesty and adhering to strong moral principles, ensuring that decisions and actions reflect ethical standards.
2. Transparency: Being open and clear about decisions, processes, and policies to foster trust and accountability within the organization.
3. Fairness: Treating all employees, customers, and stakeholders equitably, ensuring that decisions are made without bias or favoritism.
4. Accountability: Taking responsibility for one’s actions and decisions, including admitting mistakes and addressing consequences.
5. Respect: Valuing the dignity and rights of all individuals, fostering a culture of mutual respect and inclusivity within the workplace.
6. Compliance: Adhering to laws, regulations, and company policies, ensuring that the organization operates within legal and ethical boundaries.
7. Social Responsibility: Recognizing the impact of business decisions on society and the environment, and striving to make positive contributions to the community.

Can ethical leadership be demonstrated through specific behaviors and decisions?

Yes, ethical leadership can be demonstrated through specific behaviors and decisions. Ethical leadership is demonstrated through behaviors like open communication, active listening, and leading by example, which foster trust and integrity. Ethical leaders prioritize transparency, sharing information about company performance and decision-making, while encouraging employees to voice concerns. Ethical leaders also make decisions based on fairness, such as equitable hiring and performance evaluations. Research shows that leaders who model ethical behavior create a positive climate, boosting employee satisfaction and loyalty. Ethical leaders set organizational standards, reinforcing the role of ethics in long-term success.

Can ethical leadership boost employee retention?

Yes, ethical leadership can boost employee retention. Ethical leadership boosts employee retention by fostering a supportive, trustworthy environment that enhances job satisfaction and loyalty. Research shows that employees are more likely to stay when leaders are perceived as fair and committed to ethical practices. Studies by Brown and Treviño (2006) highlight how ethical leadership reduces workplace stress and increases engagement, while Mayer et al. (2009) found that employees who feel respected by ethical leaders are more emotionally connected to the organization, reducing turnover. Ultimately, ethical leadership strengthens morale and organizational commitment, driving higher retention rates.

Is there a distinction between ethical leadership and general leadership principles?

Yes, there is a distinction between ethical leadership and general leadership principles. While general leadership principles encompass a broad range of skills and practices necessary for effective leadership, ethical leadership specifically focuses on the moral and ethical dimensions of leading others.

In “Leadership vs. Management: Differences and Similarities,” ethical leadership uniquely emphasizes values like integrity, fairness, and accountability while maintaining a strong focus on fostering employee trust and engagement, similar to the motivational principles highlighted by Seth Godin and Simon Sinek. Ethical leadership not only prioritizes the moral implications of decisions but also contributes to shaping organizational culture through a balanced approach, much like integrating leadership skills into management practices for achieving harmony and productivity.

What are the main ethical principles that should guide leadership?

The main ethical principles that should guide leadership are integrity, ensuring leaders act with honesty and align decisions with values, and fostering trust. Fairness emphasizes equitable treatment, eliminating bias, and cultivating respect in inclusive environments. Accountability requires leaders to own decisions, acknowledge mistakes, and model responsibility, inspiring a culture of ownership across the organization.

What challenges are associated with maintaining ethical leadership?

The challenges that are associated with maintaining ethical leadership involve balancing competing interests, such as meeting organizational goals while upholding ethics, which strain decision-making. Leaders face external pressures from stakeholders prioritizing short-term gains, requiring resilience and strong communication to preserve ethical practices. Consistency in decision-making is another challenge, as complex scenarios demand leaders to navigate ambiguity while staying aligned with ethical principles.