Having good ethics is a cornerstone to maintaining a successful business. Businesses that display morally favorable behavior often are in higher regard and secure a more substantial consumer base than their competitors. Consumers today also use their purchasing power as a political tool. They understand that financially supporting a business also means supporting the ideology of those that own the business. If the business or business owners exhibit morally reprehensible behavior, consumers are likely to take their financial support elsewhere. Maintaining morally ethical behavior is the most effective advertisement a business can utilize.