Laszlo Zsolnai was lecturing at the “Should we get rid of CSR?” international seminar at the Solvay Brussels School of Economics and Management on February 18, 2014. He argued that the opportunistic use of ethics is counter-productive for business because It is perceived as cheating by the stakeholders who will react accordingly. Ethics brings material benefits for companies if and only if it is not used to produce material gains. If we want to get closer to a sustainable and ethical world we need to generate virtuous circles where good dispositions, good behaviour and good expectations reinforce one another.