Virtue based ethics in the context of digital analytics

Virtue-based ethics is a branch of moral philosophy that focuses on the character and virtues of the individual. It emphasises the development of good character traits (virtues) such as courage, honesty, compassion, and justice, which enable a person to live a morally good and fulfilling life.

Most people will be able to talk to some extent about what they consider to be their personally held values and these will likely guide them in all aspects of their life including both personally and professionally. But there are times when our values are challenged. In the world of digital analytics one such area is privacy. Specifically, the privacy of users for whom we expend so much time and treasure trying to understand more about.

To the credit of many in this industry, but based only on anecdotal knowledge of the matter, it would appear that most take the matter of user privacy very seriously. At least they give the outward impression of doing so, and it’s encouraging that those tasked with collecting, storing and processing data think this way. But is there a concern that virtue ethics can lead to personal dogma?

If we engage with a project and try to steer towards what we consider to be the correct approach, but fail and in so doing place ourselves at odds with the laws governing our area then I think, “yes”, there is a legitimate rationale for disengagement with that project or organisation. 

But, if taken to an extreme or misapplied, I think there is a possible danger that virtue ethics could lead to what I think of as "the dogma of the individual”. This could happen in a few ways:

1. Overemphasis on Personal Perspective

Virtue ethics places significant importance on individual character and moral judgment, which can sometimes overshadow broader societal norms or collective responsibilities. If individuals prioritise their own interpretation of virtues without engaging with others or considering communal values, this could lead to a kind of moral solipsism, where personal virtue becomes the ultimate standard.

2. Relativism in Virtue

Virtues can be interpreted differently by different people based on cultural, historical, or personal contexts. If individuals justify their actions based on their own understanding of virtues without a shared framework, it could lead to inconsistency or moral fragmentation, where everyone follows their own “dogma” of what is virtuous. This is especially possible with regard to the implementation of consent management platforms across multiple regions around the world.

3. Neglect of Structural and Systemic Issues

By focusing on the individual, virtue ethics may inadvertently downplay the role of systemic and structural factors in ethical issues. For example, someone might concentrate on being a virtuous person in their own life while ignoring or failing to challenge broader societal injustices. In the context of a CMP, that could be good for the website or app visitor, but less so for the business and its employees.

4. Risk of Moral Elitism

Virtue ethics can sometimes lead to a perception of moral superiority. If individuals view their cultivation of virtues as a personal achievement, they may become judgmental or dismissive of others who do not meet their standards of virtuous behaviour. 

How to Mitigate These Risks

To avoid "the dogma of the individual” virtue ethics should be practised in a way that recognises the social and communal dimensions of morality. This includes:

• Dialogue and Reflection: Engaging with others to refine one’s understanding of virtues and avoid self-centred interpretations.

• Balancing Individual and Collective Ethics: Recognising that virtues are cultivated not just for personal flourishing but for contributing to a just and harmonious society.

• Acknowledging Context: Understanding that virtuous action often depends on context, requiring flexibility and empathy.

In the context of digital analytics, this translates into a thorough assessment of stakeholder needs and values. Best practice when implementing a CMP would be to adhere to the strictest laws represented across all regions where the business operates and has a digital presence; for example, if a UK company is operating in the EU, then it would make sense for the CMP on the UK website to adhere to EU GDPR and ePrivacy standards, but, that doesn't necessarily have to be to the exclusion of UK stakeholder values. At the very least, taking account of stakeholder personal ethics provides a means to address them and get buy in where they might have to play second fiddle to a broader deontological ethical framework represented by the laws of the region. 

By integrating personal virtue with a commitment to the common good, virtue ethics can resist the pitfalls of individual dogma while supporting the wider needs of the organisation and project stakeholders.