How Ethics and Data Management Intersect in Today’s Business Climate
How Ethics and Data Management Intersect in Today’s Business Climate
In today’s data-driven business landscape, the question is no longer can we collect data — but how do we do so responsibly? This evolving dilemma is one that many business professionals, especially those in compliance and data-focused roles, as well as new graduates, grapple with regularly.
According to the Harvard Business School, data ethics “encompasses the moral obligations of gathering, protecting and using personally identifiable information and how it affects individuals.” In practice, this definition can vary widely across organizations and individuals.
At UnityPoint Health, a hospital system serving communities across the Midwest, data privacy and ethical decision-making are essential — not just because of regulatory demands, but also because patient trust depends on it.
“We are fully cognizant of the responsibility we have to our patients to make sure their data is used appropriately and only as permitted,” said Tori Stafford (MBA ‘07), UnityPoint Health’s chief compliance officer.
Stafford leads the compliance team, which plays a key role in guiding ethical data use and responding to potential breaches or misuse. These professionals face complex questions regularly. For example: If there’s a fundraiser benefiting research for a specific condition, is it appropriate to use patient records to identify potential donors? If so, how many people should have access to that data, and what kind of access is appropriate?
UnityPoint has strict internal policies to guide decisions like these, and ethics training is mandatory for all staff. Recently, the rise of generative artificial intelligence has introduced new questions. Employees are trained not to enter confidential information into publicly accessible AI tools, and UnityPoint is in the process of developing its own internal generative AI system to protect sensitive data.
We’re really trying to stay ahead of AI developments, but we’re equally focused on protecting our patient data and preserving trust.
“We’ve invested heavily in data management, AI compliance and staff training, which shows how important this is to us,” Stafford said. “We’re really trying to stay ahead of AI developments, but we’re equally focused on protecting our patient data and preserving trust.”
In retail, Casey’s uses customer data to improve both customer and employee experiences, and there are plenty of ethical questions around data use and access.
Clint Sherwood (Management Information Systems ‘13), a data engineering manager at Casey’s, said the company takes privacy seriously and prioritizes accuracy and clear tagging, so internal teams know how to use the data responsibly.
“We try to use data in a way that’s a win-win for the customer,” Sherwood said. “It helps us understand them better, so we can offer discounts or deals they’ll want through our app or rewards program.”
Over his 12-year career, Sherwood has seen a clear evolution in how organizations manage data. Today, there’s a greater emphasis on metadata, lineage and accuracy — all crucial elements for making ethical, informed decisions.
“Our teams know exactly what the data is for and the nuances around it,” Sherwood said. “That allows them to make the most informed decisions.”
I want to know that someone will do the right thing when the rules don’t quite apply or there isn’t a standard procedure
Educating for ethics
Ethical dilemmas in data management often don’t have clear-cut answers. This increases the need for professionals who not only understand technical systems but also possess strong ethical reasoning and critical thinking skills.
At the Wilson College of Business, ethics education is integrated in the curriculum, further bolstered by a gift from the
college’s namesake, David Wilson.
“As a data professional, security and ethics need to be considered from the very beginning of your design process,” Sherwood said. “Technical skills are foundational, but they’re mostly teachable. Critical thinking and problem solving are harder to teach on the job.”
That’s why Sherwood looks for these skills when building his team.
“I want to know that someone will do the right thing when the rules don’t quite apply or there isn’t a standard procedure,” he said. “That’s where critical thinking becomes essential, because situations like that happen all the time in data management.”
Through its ethics and business coursework, the Wilson College of Business is helping shape professionals prepared to navigate those gray areas. Students aren’t just learning how to work with and interpret data — they’re learning how to manage it responsibly.
