On the Nature of “Good” Goods and the Ethical Role of Marketing

The purpose of this essay is to elaborate on an important section of a document titled, “Vocation of the Business Leader” (VBL) that was published by the Pontifical Council for Justice and Peace (PCJP) (2011). The VBL is an 87 paragraph, 13,000 word (in English) statement about the ideals of business leadership as inspired by Christian values and ethics. It was authored by Peter K.A. Cardinal Turkson and Bishop Mario Toso in consultation with assorted educators, theologians, economists and philosophers. The direct purpose of this Roman Catholic VBL statement is to motivate business leaders “to engage the contemporary economic and financial world in light of the principles of human dignity and the common good [VBL Forward].” The commentary on VBL that follows here is a pragmatic extension concerning how business managers might make their product and service decisions more ethical. A supporting theme involves how marketing ethics can contribute to the societal common good by way of responsible product management, especially as it applies to economically disadvantaged consumers.