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ethics of the thief
as well as the short-termist. 
3.2.3 Pluralism 
Pluralism
accepts that different views may exist on morality, but suggests a consensus may be able to be 
reached in certain situations. A pluralist viewpoint is helpful in business situations where a range of 
perspectives have to be understood in order to establish a 
course of action
. It emphasises the importance 
of morality as a 
social phenomenon
. Some rules and arrangements need to be established for us to live 
together and we therefore need a good understanding of the different moralities that we will encounter. 
However, a consensus may not always be possible, and this is a key message of this section of the text. 
Irreconcilable ethical disputes tend to arise when absolutists argue with relativists, or if you have a 
deontological viewpoint opposed to a teleological viewpoint. For example, during the recent debate in the 
UK about embryology, deontological arguments on the sanctity of life were opposed to teleological 
arguments about the scientific benefits of experimentation on embryos. 
3.3 Ethics based on duty 
We use 
duty
as a label for the ethical approach technically called 
deontology
(which means much the 
same thing as 'duty' in Greek). This set of ideas is associated with the German thinker Immanuel Kant 
(1780) and is based on the idea that behaviour should be governed by 
absolute moral rules
that apply 
in all circumstances.
3.3.1 Ethical relativism 
Relativism 
is the view that a 
wide variety of acceptable ethical beliefs and practices
exist. The ethics 
that are most appropriate in a given situation will depend on the conditions at that time. 
The relativist approach suggests that all moral statements are essentially subjective and arise from the 
culture, belief or emotion of the speaker.
3.3.2 Strengths of relativism 
(a) Relativism 
highlights 
our