1. Discuss the pros and cons of altering the catalogue using:
a. Deontology,
b. Utilitarianism, and
c. Virtue ethics.
2. Should a company alter its marketing campaigns to reflect biases that might be prevalent in various countries in which the company does business?

On October 1, 2012, IKEA apologized for removing women from the photographs in the IKEA catalogues that were shipped to Saudi Arabia. IKEA is a Swedish company that was founded in 1943. It is now the world’s largest furniture retailer with stores in over 41 countries. IKEA has been in the forefront of environmental and social responsibility. It generously contributes to charitable organizations. It is a world leader on producing eco-friendly furniture. For three years in a row it was on the Fortune’s 100 Best Companies to Work For, and has been named four times as one of the 100 Best Companies for Working Mothers by Working Mothers magazine.
Since 1951, IKEA has been publishing an annual catalogue. In 2012 it printed 212 million catalogues in 29 languages. The images in the catalogue were identical across the world, until recently. In the 2012 Saudi Arabia catalogue the images of all women were deleted. In one bathroom picture, a mother is with her son, and the father is with a younger boy.