Big pharma are putting a lot of money into COVID-19. There are big rewards for whoever finds a vaccine first. However, there are also significant ethical discussions to be had around the vaccine and everyone’s right to it. We need to discuss where, between making a lot of money selling it and giving it for free, we will or should end up. Most discussions when it comes to sustainability and ethics are like this; it is not black or white but a million shades of grey in the middle. Require students throughout all classes to consider both the business case “solution” and the most ethical or sustainable solution from societies point of view, and then discuss how to explore the whole space in-between these two points. Inevitably that is what we need our next generations of graduates to be able to do the most.