Racheal
In June 2023, Ocean Gate’s submersible, the Titan, imploded on its journey to the Titanic’s wreckage in the Atlantic Ocean. The Coast Guard initiated an investigation into the incident that left 5 individuals dead, including the co-founder of Ocean Gate, Stockton Rush. The New Yorker (2023) alludes to Whistleblowers who were silenced as Ocean Gate pushed forward with unethical business decisions and infrastructure design when building the submersible. Engineers and submarine pilots warned against the structural materials and designs of the Cyclops II (renamed to Titan). Rush decided not to work with Det Norske Veritas (DNV) to classify the vehicle as it would hinder the project’s innovation (Taub, 2023). Following an inspection of the carbon fiber reinforced plastic hull, a retired Irish Royal Navy submarine pilot and engineer, David Lochridge, submitted reports to Rush and his leadership team, reporting the multiple safety concerns that consequently ended with his firing. After Lochridge filed his safety report with OSHA, Ocean Gates filed a summons to ruin Lochridge’s career for him to withdraw his safety concerns with the Department of Labor. (Taub, 2023)
As the investigation of the Titan unfolds, the choices made by OceanGate show a clear disrespect for ethical duty and safety and a startling lack of transparency. The corporation disregarded basic ethical standards necessary to preserve human life by prioritizing profit instead of thorough testing and safety precautions. Five people’s untimely deaths serve as a reminder of the terrible results of moral neglect and irresponsible corporate behavior. Companies in high-risk sectors must follow rigorous ethical guidelines and keep them open to guarantee all engaged parties’ welfare and safety.
Trevor
Marketing, advertising, and ethics can merge in digital media. In early 2023, Bud Light’s engagement with transgender influencer Dylan Mulvaney was controversial. Conservative groups slammed the agreement as political pandering. Critics said Bud Light alienated its conventional customers by presenting a transgender person, resulting in boycotts and sales drops (Caruso, 2023).
This incident highlights sensitive advertising ethics considerations about diversity and audience expectations. Bud Light’s inclusion of a diverse voice follows the trend of businesses addressing social concerns and promoting inclusivity. However, it illustrates the hazards of contentious message and the delicate balance organizations must strike when contemplating long-term customer alienation. The issue also highlighted political and cultural boundaries and showed how socially conscious brands can spark public debate (Liaukonyte, Tuchman, & Zhu, 2024).
The case underscores the importance of responsible communication that coincides with a company’s values and considers its audience from a business ethics standpoint. Marketing ethical leadership requires recognizing these relationships and taking an open and courteous strategy that maintains brand integrity without compromising ethics or social responsibility. When interacting with sensitive social topics, corporations must consider the long-term sales decline and consumer polarization that followed this incident (Caruso, 2023; Liaukonyte et al., 2024).
