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Business has historically been a force for progress and societal improvement. But this is not automatic. An individual firm’s ability to do good requires the development and maintenance of an ethical corporate culture. Such a culture is proactive rather than crisis driven. It is not simply rule centered but capable of coping with gray areas. Creating this culture is an iterative process in which expectations must be embedded into all levels, with customized messaging and training. And the ethics function can’t do this alone. You need help from HR and the board, and you need the best learning and training tools available.