How should CPCU members prioritize their ethical obligations?

CPCU members should prioritize their ethical obligations, particularly during conflicts, because ethics serve as the foundation for trust and integrity in the insurance profession. When faced with a difficult situation where business interests may conflict with ethical principles, CPCU members are expected to uphold their ethical standards to ensure that their actions reflect the values and commitment to professionalism inherent in the CPCU designation.

This approach aligns with the core values of the CPCU Society, which emphasize the importance of maintaining high ethical standards even in challenging circumstances. By focusing on ethical obligations, CPCU members reinforce their dedication to ethical behavior, thereby fostering public trust in the industry as a whole. Prioritizing ethics during conflicts ensures that decisions are made not purely on a business basis, which could compromise professional integrity or reputation.

Balancing ethical obligations with business interests might dilute the importance of ethics, which is not advisable during critical decision-making moments. Simply considering business interests first could lead to unethical behavior that compromises the trust of clients and stakeholders. Consulting with colleagues can be beneficial in some situations, but it does not replace the need for individuals to prioritize their own ethical obligations when conflicts arise.