Webinar Recap: The Importance of Ethics for All Businesses

How can companies and organizations build a culture of ethics?

A virtual panel discussion held Friday, March 21, 2025, featured area leaders who gave their own answers to this question and shared their experiences and strategies for fostering a culture of ethics in their organizations. Josh Planos, APR, Vice President of Marketing and Communications for the Better Business Bureau and Accreditation and Ethics Chair for PRSA Nebraska, moderated the discussion hosted in partnership between the two organizations.

The conversation emphasized the significance of aligning core values with everyday practices and decision-making. Companies and organizations can build an ethical culture by integrating core values and ethical practices into things like the day-to-day operations of an organization, how difficult decisions are weighed, and how employees receive recognition.

Sarah Waldman, CEO of Girl Scouts Spirit of Nebraska, highlighted how her organization’s mission to build girls of courage, confidence, and character naturally aligns with ethical values like integrity and care for others. Waldman considered applying for the BBB Torch Awards ‘a natural fit’ for the organization given its commitment to business ethics and character development. “[The application process] reminded us that our values really do show up in our employee practices, our customer interactions, and how we contribute to the community,” Waldman said. “The process of going through that application helped us to articulate those practices and be intentional as we move forward and continue to grow as an organization.”

Chris Sund, President and Chief Operating Officer of Uniti Med and GQR Healthcare, underscored that ethics should not be considered a “soft” value, but rather a cornerstone of their mission. Sund explained that they use annual surveys of their employees, healthcare providers, and clients to benchmark where they are and how they’re improving as an organization. The survey findings guide how the companies improve their operations, but it all starts with building an action plan through collaboration with company leaders. “Anybody can do a survey. It’s really important that you take the time to sit down with the key people in the company afterwards,” Sund said. “Any time we do a survey, we sit down, we come up with an action plan on any feedback we get, we find areas of opportunity, and once again, we use it as a road map to keep getting better. 

Angela Roeber, APR, Chief Communication Officer for Project Harmony Child Advocacy Center, believes building a strong ethical culture starts with clearly defining your organization’s core values and then weaving them into every aspect of your work. “Your leadership team really sets the tone for the entire organization, so leading by example is very important,” Roeber said. “It's important to communicate the importance of ethics on an ongoing basis, providing training, encouraging open dialogue about any challenges that might be taking place and making accountability a priority. Creating a culture where ethical behavior is also celebrated is equally important.”

“Building an ethical culture is not a one-time or one-and-done thing. It’s an ongoing process to keep at the forefront of your organization,” she said.

The panel discussion was held to share insights into ethical leadership, best practices, and how these companies have built trust within their communities. If you know a deserving business that exemplifies ethical practices, spotlight them by nominating them for the 2025 BBB Torch Awards for Ethics. Applications are open now until April 30, 2025.