“Sustainability,” “purpose/mission/value driven”, “human-centric design.” These are terms companies use so they don’t have to say “ethics.” My contention is that this is bad for business and bad for society at large. Our world, corporate and otherwise, is confronted with a growing mountain of ethical problems, spurred on by technologies that bring us fresh new ways of realizing our familiar ethical nightmares. These issues do not disappear via semantic legerdemain. We need to name our problems accurately if we are to address them effectively.

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