Elspeth Tilley, a public communication ethics expert from Massey University, proposes a structured approach to thinking about ethics (Tilley, 2005). Her ethics pyramid involves three basic concepts: intent, means, and ends. Figure 2.1 “Ethical Pyramid” illustrates the Tilley pyramid.
"Morals are the principles on which one’s judgments of right and wrong are based. Ethics are principles of right conduct. The two nouns are closely related and are often interchangeable. The main difference is that morals are more abstract, subjective, and often personal or religion-based. At the same time, ethics are more practical, conceived as shared principles promoting fairness in social and business interactions."
Mc Leod, D. (2023, May 26). Ethics vs. morals - definition, difference & examples. GRAMMARIST. https://grammarist.com/usage/ethics-morals/