Most people have a clear sense of what is right and what is wrong.
Part of this sense comes from our parents and family during our upbringing. There is, however, a national sense of ethics which is much more difficult to pin down. For example, we expect our politicians to have high moral standards, though this is not always the case. Many people want ethical foreign trade, yet we supply arms to developing countries. Ethical issues raised daily in medical science that simply didn't exist a few decades ago.