The most fundamental or essential ethical issues that businesses must face are integrity and trust. When customers perceive that a company is exhibiting an unwavering commitment to ethical business practices, a high level of trust can develop between the business and the people it seeks to serve.
In my experience the majority of business owners care about doing the right thing. It is unusual indeed to come across a rabid capitalist who cares little more than making a quick buck.
In business, our sense of morality in the marketplace comes from recognising that business only finds its real purpose, its meaning, through its interaction with others. Business can’t exist without interacting with the community and I think that’s the real purpose of business ethics