Among the global trends facing business, it is increasingly unclear who should provide basic social services (e.g., pensions, public health services, school infrastructure), regulate business and personal behavior (eg, self-regulation vs. government oversight), and be accountable for protecting rights, public goods, and resources. In developing a business strategy, where should a company’s leaders draw the line between what is acceptable from a purely legal standpoint and what would be dictated by the ethics of different generations or demographic segments of consumers?