Abstract:

Issues such as sustainability, social responsibility, ethical and ecological correctness dominate the headlines and political agendas as well as brand vision workshops. And they also extend into the most intimate areas of people’s lives which, for example, is shown by the trend of eco-burials that is currently quite hip in Great Britain. this process has just begun and it probably won't end. permanent changes are occurring in the sense that people’s moral judgements are becoming more refined. A sophistication of our moral senses is unavoidable. for us, this is only the beginning of a massive increase of ethical styles, of different ‘moral tribes’.