The article is based on the interview with Sarah Schütte who works as a solicitor-advocate, mediator and trainer and specialist in construction and engineering projects with more than 20 years of qualified practice.
Do you believe that business is about numbers, profits and success? But today, that is no longer enough. Modern companies are not just money-making machines, they are more like living organisms that influence culture and create the future. More and more people believe success is measured not only by revenue but also by trust, reputation and a positive impact on society. Business is no longer seen as a mechanism for generating profit, but as a social construct that influences social processes. This is where ethics comes to the forefront and becomes a new currency.
Ethics in business: a new norm or a necessity?
For decades, economic success has been measured by financial indicators, capital growth and market share expansion. However, in the 21st century, this trend is beginning to change. Nowadays, more and more entrepreneurs and company leaders acknowledge that sustainable development cannot be achieved without a solid ethical foundation. More and more companies are starting to realize that money is no longer the ultimate goal. Ethics is becoming a key factor that affects brand reputation, consumer confidence and employee loyalty. It is a system of values and principles underlying management decisions, corporate culture and interaction with the external environment. Ethics can be defined as a set of moral principles that govern a way of behavior. In the business context, it refers to the rules and standards that guide in the world of commerce, ensuring fairness, transparency and accountability. Managers build a base, a foundation that extends into every process of the projects. In an interview, Sarah Schütte stated, “We are getting better. We are getting more aware of ethics. So let’s turn it into action.” Ethics shapes not only the company’s image but also the sustainability of its projects. Without a clear understanding of what is right and what is wrong, a business loses its foundation and trust, thereby losing its identity. There is a need to articulate this clearly.
Ethics is the new currency
In today’s world, where information is everywhere and transparency is key, trust has become the most valuable resource. Clients, investors and partners now evaluate companies differently. They focus not just on product prices or advertising but also on social responsibility, employee relations and business transparency. According to the LRN Benchmark of Ethical Culture report from October 2021, companies with strong ethical cultures perform about 40% better in all areas of business, from customer satisfaction to growth, showing just how important it is to manage ethics well.
In this context, ethics has become a unique equivalent of trust and reputation. Companies that invest in values gain a competitive advantage in the market. Values are more important than slogans. Ethical principles are not just slogans on the walls, they are daily choices made by every team member and demonstrated by every leader, which guide decision-making of all sorts. Ethics should be woven through every process, connecting all employees, from the highest to the lowest positions. An ethical code helps to clarify what is important. Companies that follow ethical principles and truly believe in them achieve success. They do not win instantly, but they rise step by step and move forward to success. This creates sustainable ethical business.
Women and ethical business practices
Women often face challenges like discrimination, fewer leadership roles and continue to experience the glass ceiling and double standards. However, they are often the ones improving ethical changes.
Ethics becomes a keystone of women’s entrepreneurial thinking. Studies show that women leaders are more likely to be values-driven, caring, inclusive and socially responsible. This is not to say that men are incapable of ethical business leadership, but women’s management style is often built on other principles and long-term thinking.
Women, when creating a business from scratch, often shape it from the start around honesty, support, transparency. They tend to think not only in terms of profit and earnings, but also in terms of benefits for society. Women tend, therefore, to be purpose-driven. This is a great mindset that helps businesses to be adaptable, for example to global changes. According to studies, women in business are more focused on long-term consequences, engagement and social impact. They are less likely to use punitive methods, short-term thinking and are more likely to concentrate on open dialogue.
As Sarah Schütte noted in the interview, “Women tend to not speak so loudly”. Of course, being in a more vulnerable position, women may hesitate to introduce changes and act with careful consideration of every step, taking fewer risks. They do not rush into the battle, they prepare the ground.
Ethics as a strategic asset
Modern startups and young rising companies are building ethics into their strategy, basing their choice of partners, corporate culture, open communication with customers and social position, making it much easier for them to find people with shared values more easily, create a true-hearted community and get support. It is important to emphasize that all generations have valued honesty and still do – ethics have existed for millenia – but today it has become much more visible (and in today’s world, perhaps there is a strategic desire to differentiate oneself as authentic, earnest and honest – all good ethical values).
Interestingly, it is the younger generation who are setting new ethical standards. They care not just about what a business makes, but also why, how and for whom it does it. The generation seeks workplaces where the business environment is ethical. As Sarah Schütte said in the interview, “Ethics is not about adding more, it’s about what you are already doing in an ethical way,” which shows that values should be part of everyday actions, not something extra. Ethics is not – and should not be – just a PR strategy. In such a situation, it is used as a cynical tool to ‘sell’, which is wrong (and is not sustainable). Rather, it is a management style. It is an atmosphere. Sarah Schütte also highlighted, “Ethics is a glue that holds people together,” pointing out that values can help to create and maintain strong relationships.
But how can ethics be introduced into an already existing business? One way is through an “ethics audit”, in Sarah’s words, whereby a company examines its values thoroughly and appraises its purpose and its drivers. Articulating this is not an easy exercise, but improvement can be made quickly and benefits are immediately visible. Plenty of work can be done in-house, but a facilitating exercise is perhaps better done by an external consultants who can help companies to adopt new ethical standards. It is often easier to admit the problem from an external perspective, even if it is tough to hear. Change can be frightening, but strategically necessary. Such ethics audits would support businesses that want to stay resilient in the long run.
Business is about bravery. The “moral compass” of a leader is linked to the level of trust within the team and the engagement of employees. Ethical influence shapes corporate culture for years. Transparency is not “extras,” it is the essence.
Sarah’s top tips for how to unlock ethical strategies
- Start strong by establishing values from the beginning. Every decision should be aligned with the ethical principles.
- Transparency is a strength. The truth has always been, is and will always be the best marketing tool.
- Build your relationships with others who share the ethical vision. Moving together to the purpose will give more benefits and provide a solid basis for growth.
- Focus on purpose. Identify yourself with what you do. It will let you identify your decisions and your values.
- Create the rules for how you operate. Write them down and say them out loud. This will help to save the ethical culture in daily work.
The future is in values
Ethics is no longer an abstract concept, it is becoming part of the DNA of companies. Management is about creating something meaningful and new. Not about loud words and catchy slogans but about daily choices and quiet actions. What truly matters are actions. Change does not start at the top, it begins in the heart and in the mind. Ethics is a strategic investment which a company can make. It is not a brake, it is a path. Not an obligation, but an opportunity. An opportunity to inspire others. An opportunity to change the culture.
Ethics is an investment in trust, in human relations, in sustainability. And the one who realizes this today will be the leader of tomorrow.
Sarah Schutte (LLB, Solicitor-Advocate, CAPM-PMI) is a trainer, mediator (CEDR, CMC), and facilitator. Director of Schutte Consulting Ltd and Co-Founder of Peridot Consulting International LLP, Sarah specializes in construction, engineering, and technology projects. With 25 years of experience, she has worked in private practice, as in-house Senior Counsel, and as an independent consultant. Her expertise includes collaborative contracts, project management, and mediation. Sarah volunteers with PMI, APM, and local schools and is an industry speaker.
Studiuje Zarządzanie i Przywództwo na Uniwersytecie SWPS w Warszawie. Uczestniczy w konkursach startupowych, koncentrując się na rozwiązywaniu problemów społecznych i ekologicznych. Zdobyła wyróżnienie za autorski startup w kategorii ecotech podczas wydarzenia Acts of Leadership Award na Uniwersytecie SWPS.
Jest członkinią zespołu Women in Project Management (WiPM) w PMI Poland Chapter. Angażuje się w różnorodne inicjatywy rozwojowe. Szczególnie interesuje się innowacyjnymi rozwiązaniami oraz rolą kobiet w kontekście zarządzania.
She studies Management and Leadership at SWPS University in Warsaw. She participates in startup competitions, focusing on solving social and ecological problems. She won a distinction for her startup in the ecotech category at the Acts of Leadership Award event at SWPS University.
She is a member of the Women in Project Management (WiPM) team at the PMI Poland Chapter. She is involved in various development initiatives and is particularly interested in innovative solutions and the role of women in management.