12

• Honesty

  An ethical director, manager or executive must be honest and truthful in all their dealings. They should never purposefully mislead or deceive other people by overstatements, partial truths, misinterpretations, selective omissions, etc.
• Integrity


  Ethical executives demonstrate the courage of their convictions and demonstrates personal integrity by doing what they believe to be the right thing, regardless of pressures to do otherwise. They are honorable, principled and upright, and will defend their beliefs.
• Trustworthy

  Ethical executives are forthcoming and candid in explaining things with the relevant information and correcting misstatements. They try as hard as they can keep to the letter and spirit of their commitments and promises.
• Loyalty

  They are loyal to individuals and institutions by support and devotion to duty and friendship in adversity. They do not exploit a situation by disclosing information they learned in confidence. They are extremely careful not to be affected by conflicts of interest. They are extremely loyal to their companies and work colleagues.
• Fairness


  They are just and fair in all their dealings. They never exercise power arbitrarily. They do not use indecent means to gain an advantage or exploit other people's mistakes for their own benefit. They are committed to justice and the equal treatment to people. They are willing to admit they are wrong.
• Compassion and Empathy


  Ethical executives are compassionate, empathetic, benevolent, kind and caring. They strive to achieve their business goals and targets in a manner that causes the least harm and the greatest positive good. Compassion is a response to empathy or sympathy and creates a desired help.
• Respect


  A business should demonstrate total respect for the human rights, dignity, autonomy, interests and privacy of everybody who is affected by their decisions. They are polite and treat everybody with equal respect and dignity regardless of nationality, origin, race or sex.
• Law Abiding


  Respect and abide the laws, regulations, rules of the marketplace, or the state or nation.
• Committed to Excellence


  They aim to perform their duties to the best of their abilities. They make sure they are prepared and well informed, and constantly try to improve in all areas of responsibility.
• Leadership


  They aim to be positive ethical role models. They are aware of the responsibilities and opportunities of their position of leadership - they aim to create an environment in which ethical decision-making and principled reasoning are highly prized.
• Reputation and Morale


  They aim to build and maintain the company's good reputation as well as the morale of its workforce. They avoid becoming involved in conduct that may undermine respect and will take all actions necessary to prevent the inappropriate conduct of others.
• Accountability


  They accept personal accountability for the ethical quality of their decisions. They have the ability to be accountable of their actions and behavior, the ability to justify, explain and protect their responsibilities or duties.