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This case offers the students to see the impact business ethics concepts, including corporate social responsibility, ethical obligation, ethical strategy, alienation, corporate activism, sociopolitical activism, symbolism, transparency, integrity, decoupled organization, opportunism, moral muteness or moral exclusion, etc. Through the student’s own ethical sensitivity, they can then make an informed decision grounded in fundamental ethical theories such as Utilitarianism, Kantianism, Ethics of Care, Virtue Theory, Confucianism, etc.

Data for this case has been gathered entirely from publicly available secondary sources, including online resources, mainstream media reports, biased (opinion-based) media outlets, social media statements from all stakeholder groups (students, business, university) and meeting minutes from campus organizations. None of the named individuals nor entities, in this case, have ever been contacted by the authors.

In Fall 2020, Boise State University contracted a locally owned and operated coffee shop to open a location on-campus. The shop owner was engaged to a police officer who had been permanently injured in an altercation with a dangerous fugitive. For his sacrifice, this police officer was awarded the Medal of Honor from the City of Boise. To support her fiancé, the coffee shop owner displayed a Thin Blue Line flag on the front door of her off-campus location. Students heard of this display and began to voice their objections through administrative and social media channels. The business countered back at claims that they supported racism and ultimately asked to be released from their contract with the university. They closed their on-campus business, having operated the location for less than two months. Media representation of this case created a vocal response both from those who support the business’ use of this imagery and those who support the student’s decision to boycott this business on ethical grounds.

Business ethics: 300–400 level; Business strategy: 300–400 level.

The population is aging. The desire to remain in one’s own home through the aging process appears universal. Home health caregivers provide a vital role in allowing people to age in place. Women, and in particular immigrant women, have become the face of home health caregivers. Caregiving is generational. Paid caregiving is viewed as a natural extension of a skill set women have used most of their adult life. Home health caregivers view their work as a continuation of their roles in the family and they often frame their work as providing services that family members cannot, or will not perform. Reimbursement for these services is problematic. Assigning a monetary value to caregiving seems callous, and as a result caregivers are underpaid and undervalued. Global push–pull factors and the creation of a gray economy also contribute to a devaluation of these jobs. Caregivers themselves are poor advocates for better pay and working conditions because they believe it commodifies a kinship like experience. The future of caregiving is problematic. Poor countries will suffer greatly exporting their women; rich countries will need a tremendous number of caregivers to match their demographics and women will be overwhelmed providing care for others and themselves.

This introduction discusses the ways the idea of generation has been used in scholarship, for the general public, and in marketing to define and discuss social trends and understand behavior. The need to apply an intersectional lens to the concept is stressed. The eight chapters in the volume, each of which applies such a lens, are summarized. The particular relevance of gender and generation to the current Covid-19 pandemic is highlighted by the introduction and the chapters. Topics include transmission of and changes in gender attitudes and beliefs, generational differences in LGBTQ experiences, retirement and caregiving.