This article addresses the issues of identity and ethics. Individual identity can be understood from an essence and/or constructive perspective, and organizational identity from an individual and/or strategic perspective. Three ethical dilemmas are identified in relation to human identity: construction of corporate identity, change of corporate identity, and the corporations’ role in society, summarized as the utility vs humanity dilemma. The conclusion recommends an increased focus on human values management and a process of detachment and transparency in identity issues.