Transmodern ethics establishes moral norms on liberal, pluralist and pragmatic principles. We see a comeback of the negation morals, however not of ontology-anchored morals, as is the case of the God who picks favourites or of the jealous God paradigm, and not even of morals anchored in a contractualist perspective, as is the case in the modern period. The preferred focus is on the value of positivism, of cooperation as a source of efficiency, of personal enrichment, be it cultural, spiritual, (...) or moral, derived from the access to alterity. Tolerance as an ethical value is legitimised by a new, utilitarian humanism. The ethical construction of identity revolves around the value of loyalty to a tradition, a dogma, a mentality, and by extension to any coherent system liable to generate a sense of belonging. Postindustrial ethics uses for instance the value of loyalty as a strategy in marketing, organisational development, political propaganda etc. The policies used in order to increase the loyalty of a shop's customers, the employee's loyalty for the company she works for, the supporter's loyalty to his team, are the translation in layman terms of the loyalty ethics that in spiritual terms was one of the foundations of orthodoxy as loyalty to the tradition of the holy fathers. The values of equality, liberty and fraternity have been more than that, as they have laid the foundations of the modern society. (shrink)