Ethics

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Table des matières
1. Vocabulary......................................................................................................................................3
Personal ethics and business ethics....................................................................................................3
CSR : Notions and concepts................................................................................................................3
Fair trade............................................................................................................................................4
2. Ethics and Business ethics..............................................................................................................5
2.1. Personal ethics.......................................................................................................................5
2.2. Business ethics............................................................................................................................9
3. CSR...............................................................................................................................................11
3.1. Listening exercise : What is CSR ?.........................................................................................11
3.2. Listening exercise : The SDG’s...............................................................................................12
4. Fair trade......................................................................................................................................13
4.1. Warm up...............................................................................................................................13
4.2. Definition :............................................................................................................................13
4.3. Listening exercise : Fair trade improving lives......................................................................13
5. Oral practice : roleplay.................................................................................................................14
6. Written exercise...........................................................................................................................16
7. Case study....................................................................................................................................18
8. Pronunciation...............................................................................................................................20

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 1. Vocabulary

Personal ethics and business ethics

to shift changer
sustainability la durabilité
sustainable development le développement durable
to advocate préconiser
a penalty une sanction
a reward une récompense
an incentive une incitation
a prompt une incitation
to highlight mettre en évidence
to emphasize mettre en valeur
to be consistent être cohérent
the gender gap l'écart entre les sexes
the guilt - guilty la culpabilité - coupable
the legacy l'héritage
to scale up augmenter
to collapse s’effondrer
bribery la corruption
fairness l’équité
greed l’avidité
prejudice les préjugés
deception tromperie

CSR : Notions and concepts

Corporate Social Responsibility - CSR La Responsabilité Sociétale des Entreprises - RSE
accountability la responsabilité (morale)
liability la responsabilité (juridique)
the supply chain la chaine d’approvisionnement
the competitive advantage l’avantage concurrentiel
SDG ODD
Sustainable Development Goal Objectif De Développement Durable
a concern une préoccupation
an issue une question
to address an issue aborder une question
to benefit someone bénéficier à quelqu'un
labour practices les pratiques de travail
the commitment l'engagement
to commit oneself s'engager
the economic growth la croissance économique
a stakeholder une partie prenante
to be compliant with se conformer à
a regulation une réglementation
to fulfil a goal remplir un objectif

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to eradicate supprimer, faire disparaitre
illiterate analphabète
a performance driver un pilote de performance
Fair trade
fair équitable
a fair wage un salaire juste
education l’éducation
a shelter un abri, un logement
health la santé
to enforce a law faire appliquer une loi
child labour le travail des enfants
a scholarship fund une bourse d'études
a middleman un intermédiaire
to bypass outrepasser
an apparel factory une usine de vêtements
forced labour le travail forcé
slavery l’esclavage
a charity une organisation caritative
fair trade le commerce équitable
free trade le libre-échange
a charity une association humanitaire
pride la fierté

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 2. Ethics and Business ethics
2.1. Personal ethics

Warm up

As a consumer, a citizen….

 How ‘brand aware’ are you ? Make a list of all the well-known brands you are wearing or
carrying now i.e. regarding shoes, clothes, cigarettes, make-up, handbag, cellphone, watch,
jewels, glasses
 Do youp pay attention to labels when buying ?
 Is there any connection at all between being moral and making money ? Is it possible to do
both ?
 Do you know what your social print is ?
 Calculate how many slaves work for you : https://slaveryfootprint.org/

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Reading

5 ways to shift consumers towards

sustainable behavior
By David Hardisty & Rishad Habib & Katherine White

August 21, 2019

Most people want to be sustainable, but have a hard time taking the necessary actions.

According to Nielsen, a data analytics company, sustainability is the latest consumer trend. Their
research shows chocolate, coffee and bath products with sustainability claims grew much faster
than their traditional counterparts. Yet only 0.2 percent of chocolates and 0.4 percent of coffees
have environmental claims.

How can we translate this consumer sustainability buzz into actual action? To find out, our group
reviewed 320 academic articles in the top consumer behavior journals and identified five routes to
shift consumers towards sustainable choices: social influence; habits; individual self; feelings and
cognitions; and tangibility. Together, these make a handy acronym,

1. Social influence

Humans are social animals and will follow the actions of others, especially on ethical issues. When
people learn they are using more energy than their neighbors, they decrease their energy usage.

But what if the sustainable behavior has yet to be established? For example, how does one
convince people to install solar panels if no one in their neighborhood is doing it? A "brand
ambassador" can be invaluable. Solar advocates who had installed solar panels in their own
homes were able to recruit 63 percent more residents to purchase and install solar panels.

For ethical behaviors, learning about the behaviors of others can be motivating. In one example,
when business students on a college campus heard that computer science students were better at
composting and recycling, they more than doubled their efforts.

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2. Habits

To build a new sustainable habit, one must first break bad habits. This is easiest when someone is
experiencing big life changes, such as moving, getting married or starting a new job. In one study,
people who recently had moved cut their car usage almost in half.

Another strategy is to apply penalties for bad behavior, rather than rewarding good behavior.
There is a possibility, however, that people will return to their old ways if the penalty is removed
and the new habit isn’t formed.

To build new habits, it can be helpful to make the sustainable action easy to do, provide timely
prompts, offer incentives to help get the new behavior started and provide real-time feedback
about actions over an extended period of time. A review of feedback techniques finds when real-
time energy use is shared directly with homeowners, electricity consumption dropped by 5 to 15
percent (PDF).

3. Individual self

Sustainability can appear more attractive when the personal benefits such as health or product
quality are highlighted. Emphasizing self-efficacy also works. When people know their actions
matter, they make greener choices.

Self-consistency is also important. People like their words and actions to be consistent. Often one
environmental commitment can snowball into other actions and changes over time. For example,
someone who insulates their house to improve energy efficiency may be more likely to unplug
electric devices when they leave for a vacation.

Likewise, consumers expect companies to be consistent. In one study, when a hotel made visible
environmental efforts (such as offering compostable toiletries) and asked guests to save
energy, guests reduced their energy usage by 12 percent. In the absence of visible efforts, the
appeal appeared hypocritical and energy use increased.

There’s also self-concept to consider. People make choices that match their perception of who
they are or who they want to be. One study found that environmentalism is sometimes perceived
as being feminine, which can turn away some men who subscribe to traditional gender roles.

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Presenting environmentalism as a way to protect and preserve wilderness environments was
attractive to both men and women, and closed the gender gap often seen in sustainability.

4. Feelings and cognitions

Sometimes we make decisions at the spur of the moment, based on how we feel at the time. And
sometimes we make decisions after thoughtful deliberation. When communicating about
sustainability, it is important to consider both the heart and the head.

Consumers seek out positive emotions such as happiness, pride and the warm glow that comes
from doing good. If the sustainable option is fun, people naturally will want to do it.
Conversely, negative emotions such as fear and guilt can be effective when used subtly. But an
overly emotional, guilt-tripping message is a turn-off and either will be actively ignored or even
induce the opposite behavior (psychological reactance).

Providing consumers with the correct information and education is important, but it must be
framed so that consumers care. Energy labels highlighting the watts used by different light bulbs
have little effect on consumer purchases, but energy labels showing the 10-year cost quadrupled
energy-efficient purchases to 48 percent from 12 percent (PDF). Thoughtfully designed eco-labels
are a great way to communicate sustainability to consumers.

5. Tangibility

In general, people don’t care much about abstract, future consequences. Therefore, it’s critical to
make sustainability tangible.

One way is to communicate the local and proximate impacts of pro-environmental actions. For
example, how are local animals, plants and people already being affected by climate change?

Concrete examples also help. People are more moved by a photograph showing how far a single
glacier has retreated in one year than by a graph of glacier retreat around the world.
To match consumer timescales with environmental timescales, project consumers into the future.
One study found that people who were asked to consider their legacy ("How will I be
remembered?") donated 45 percent more to a climate change charity.

To make the SHIFT, use several strategies at once. For example, make the behavior social and
tangible. Test the approach in a small group and measure the results. If it doesn’t work, try
something else until you find a winner and then scale up.

Working together, we can close the "green gap" and turn intentions into actions.

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 https://www.greenbiz.com/article/5-ways-shift-consumers-towards-sustainable-behavior

2.2. Business ethics

Warm up

Regarding businesses….

 What difference is there between business ethics and pesonal ethics ?

 Which of these nouns do you associate with

 an ethical company ?
 an unethical company ?

Bribery – accountability – transparency – corruption – discrimination – fairness – true cost –

greed – values - prejudice – deception – generosity

 Discuss this list of unethical activities. In your opinion, which are the worst?

Avoiding paying tax Using your influence to get jobs for relatives
(nepotism)
Claiming extra expenses Ringing in sick when you are not ill

Using work facilities for private purposes (for Taxing extended lunch breaks
example personal calls)
Accepting praise for someone else’s ideas or Giving good references to people you want
work to get rid of
Selling a defective product (for example a Employing people without the correct
second-hand car) paperwork
(David Cotton, David Falvey, Simon Kent, Market Leader, Intermediate, Unit 11, New edition, Longman)

 Do you know of any companies that have image problems because of their activities?

 Do you know of any companies that are well-known for their social responsibility?

 Discuss with a partner: What are the characteristics of an ethical business?

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Listening exercise: The True Cost
https://www.youtube.com/watch?v=QPMU1VHgmEo

According to you, what does the title of this film refer to? Explain

Listen and answer the following questions:

1. Wat is the current fashion industry based on?

2. Which event(s) is/are referred to in order to illustrate this?

3. How was globalization seen in the past?

4. What is the contradiction generated by the apparel industry?

5. How is the actual business model qualified?

6. What are the consequences of companies solely focusing on profit?

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3. CSR
3.1. Listening exercise : What is CSR ?

 Watch the following video and make notes : https://www.youtube.com/watch?v=1bpf_sHebLI

 After viewing it, fill in the following 3Ps model which defines what CSR is :

CSR

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Discuss with a partner :

 Can you list advantages companies can derive from embracing CSR ?

 How are companies supported in their approach to CSR, when introducing suitable
sustainable policies ?

3.2. Listening exercise : The SDG’s

https://www.youtube.com/watch?v=5_hLuEui6ww

- What are the MDGs ? What were they aiming at ?

- Who launched the initiative ?

- What does SDG stand for ?

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 4. Fair trade
4.1. Warm up
 What is fair trade ?

 What is a fair wage ?

 Do you pay attention to the Fair Trade logo when doing your shopping ? Why (not) ?

4.2. Definition :
Fairtrade is a system of certification that aims to ensure a set of standards are met in the production
and supply of a product or ingredient. For farmers and workers, Fairtrade means workers’ rights,
safer working conditions and fairer pay. For shoppers it means high quality, ethically produced
products.
https://www.fairtrade.org.uk/what-is-fairtrade/

4.3. Listening exercise : Fair trade improving lives

Watch the video and summarize it : https://www.youtube.com/watch?v=PeDpeasOczU

 Talk about the main problems and the solutions in Ghana, Rwanda and Uganda

 Explain the changes brought about thanks to fair trade and its advantages from a global point of
view

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 5. Oral practice : roleplay

STUDENT A

Contexte :

Vous êtes journaliste pour une radio locale (choisissez !). Vous recevez le porte-parole d’une
entreprise qui ouvre de nouvelles filiales en Inde (demandez à votre partenaire le secteur d’activités
avant de commencer). Vous lui posez les questions suivantes. N’hésitez pas à réagir avec des
expressions adéquates.

Vous commencez !

1. Présentez votre invité(e) et souhaitez-lui la bienvenue. Vous demandez à votre invité(e) de

décrire son entreprise, ses produits et sa cible.

2. Vous pensez que cela semble être une entreprise motivée par l’avidité et le profit. Quelles
sont les initiatives en matière de politique de RSE ?

3. Vous réagissez et demandez ce que l’entreprise met en place pour protéger la main d’œuvre
locale en Inde. Vous avez entendu et lu sur des blogs

qu’il y avait beaucoup de discrimination au sein des travailleurs,

que les salaires n’étaient pas équitables et
que la sécurité sur le lieu de travail était mauvaise.
Qu’en est-il réellement ? Refuse-t-il d’admettre qu’il y a de la corruption et de la tromperie ?

4. Vous êtes surpris positivement. Vous demandez s’il est possible de vérifier les informations ?
Peut-il formuler des engagements pour l’avenir quant à sa politique de RSE ?

5. Vous êtes ravi(e) de cette proposition spontanée. Vous acceptez avec plaisir et vous précisez
que vous allez réfléchir à des dates possibles et suggérer des activités/rencontres qui vous
plairaient là-bas.

6. Vous terminez la conversation de manière professionnelle.

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STUDENT B

Contexte :

Vous êtes le porte-parole d’une entreprise (choisissez le nom !) qui ouvre actuellement de nouvelles
filiales en Inde. Vous êtes invité(e) à la radio afin de répondre aux questions d’un(e) journaliste.

Votre partenaire commence !

1. Vous présentez votre entreprise, ses produits et sa cible :

- Entreprise du secteur textile dans l’industrie du vêtement
- Vous avez des fournisseurs divers dans une chaine d’approvisionnement compliquée
- Vous avez un positionnement de milieu de gamme

2. Vous refusez d’admettre que votre entreprise n’est intéressée que par le profit. Vous êtes
fier de votre approche éthique. Expliquez ce qui est mis en place pour respecter
l’environnement et les travailleurs. Détaillez minimum 2 approches !

3. Vous réagissez à ce que le journaliste vous apprend sur les conditions de travail et vous
rectifiez ses propos. Vous ajoutez que votre entreprise s’engage fortement dans l’éducation
des populations locales afin de mettre en place des moyens d’existence durables.
La transparence fait partie des valeurs de votre entreprise.

4. Vous proposez une visite de l’entreprise en Inde au journaliste. Il pourra poser des questions
à des travailleurs locaux et visiter l’usine.

5. Vous dites au journaliste que vous mettrez tout en place pour que son séjour en Inde se
passe selon ses souhaits et vous terminez la conversation poliment et de manière
professionnelle.

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 6. Written exercise

Vous êtes journaliste pour 7News et vous avez investigué la chaine de production de NIKE en
Malaisie en préparation à un futur reportage.

Vous écrivez un mail à un représentant de Nike, Mr Shamsul Aziz, porte-parole et directeur de la

communication chez Nike pour l’inviter à réagir aux résultats de votre enquête.

Vous vous présentez et lui soumettez les questions suivantes :

1. Vous lui demandez si Nike s’engage réellement à développer une politique de responsabilité
sociale ou est essentiellement motivée par l’appât du gain.

2. Vos enquêtes avec caméra cachée sur les conditions de travail dans l’une des usines investiguées
en Malaisie attestent qu’il s’agit bien de travail forcé et d’esclavage moderne.

Comment peut-il justifier cela ?

3. Peut-il formuler des engagements pour l’avenir quant à sa politique de RSE tels que :

- Les ODD sélectionnés par NIKE pour 2030

- Une plus grande transparence pour éviter la corruption
- Des engagements sociaux tels que la fin du travail des enfants et de meilleures conditions de
travail pour la main d’œuvre dans les usines de leur chaîne d’approvisionnement

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7. Case study
Market Leader, Intermediate, New Edition, David Cotton, David Falvey, Simon Kent, Pearson, Unit 11 ETHICS

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Pofit or principle ?

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 8. Pronunciation

sustainability səsˌteɪnəˈbɪlɪti

development dɪˈvɛləpmənt

liability ˌlaɪəˈbɪlɪti

bribery ˈbraɪbəri

prejudice ˈprɛʤʊdɪs

to address tʊ əˈdrɛs

compliant kəmˈplaɪənt

threaten ˈθrɛtn

health hɛlθ

incentive ɪnˈsɛntɪv

emphasize ˈɛmfəsaɪz

commitment kəˈmɪtmənt

consistent kənˈsɪstənt

gender ˈʤɛndə

reward rɪˈwɔːd

penalty ˈpɛnlti

legacy ˈlɛgəsi

deception dɪˈsɛpʃən

slavery ˈsleɪvəri

fair feə

concern kənˈsɜːn

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