In Pursuit of Ethics

BBB's Ethics Program for Students

About the Program 
Young people often underestimate the importance and value of making ethical decisions because the consequences of their actions, good or bad, are not easily predictable or immediate and are often unseen.
In Pursuit of Ethics is a program that will teach students how to recognize ethical dilemmas and make good choices that will ultimately help them build a good reputation and be an asset to their peers, the community, and the workforce.

Students in the In Pursuit of Ethics program

Enhancing trust in the marketplace is the core of Better Business Bureau's mission.  BBB's new ethics program for schools helps to provide the kind of trustworthy future employees that every business needs.  The St. Louis BBB offers educators in eastern Missouri and southern Illinois an opportunity to engage middle and high school students in important ethical discussions using eight online video modules showing commonplace situations that involve ethical choices.

In Pursuit of Ethics uses videos that promote the real-world rewards of establishing a good reputation and help participants understand that their own decisions and actions have consequences. 

How it Works

Eight video modules depict common situations that call for making ethical decisions.  The teacher/facilitator can stop the videos at key decision points for the class to discuss possible choices, possible motivations for each choice, and the consequences of each.  Then the facilitator can resume the program until reaching another discussion point.  After more discussion, the facilitator can show the actors pursuing one or multiple courses of action.

Students in the In Pursuit of Ethics program

"Through BBB's Pursuit of Ethics program, students learn how to apply honesty, fairness and other important character traits to real-life situations," said Suzanne Richardson, guidance counselor at Bayless High School.  "Learning how to apply the traits is key."

Schools who tested the program say it made a real, measurable impact on their students.  Teachers say:

"The program led to some very interesting conversations in my classroom.  It was a good starting base for deeper classroom discussions on ethics.  Both students and teachers thoroughly enjoyed it.  I plan to use it again next year."  -Michael McGehee, Eureka High School

"100% of my students felt that the module helped them better understand or reinforced the way they felt about honesty in the workplace.  Just knowing right from wrong isn't enough-- people have to CHOOSE right from wrong." -Suzanne Richardson, Bayless High School.

Read more

For more information about the program, read "Pursuing Ethics in the Classroom," a feature article from BBB's Torchlight Magazine.

For a list of participating schools, click here.

Need help?

For more information, contact or call (314) 584-6762.

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Underwritten by:

CaleresDrury HotelsGraybar

John Beal Roofing

Wren Homes

 Charter Spectrum

Learn more about sponsoring the In Pursuit of Ethics Program here.


In cooperation with 

About BBB

BBB is a nonprofit, business-supported organization that sets and upholds high standards for fair and honest business behavior. Most BBB services to consumers are free of charge. BBB provides objective advice, free BBB Business Profiles on more than 5.3 million companies, 11,000 charity reviews, dispute resolution services, alerts and educational information on topics affecting marketplace trust. Visit for more information.