Ethos refers to the characteristic spirit, moral values, or guiding beliefs of a person, group, or organization. It encompasses the attitudes, habits, and values that define the culture or identity of a community or institution12. For example, a company’s ethos might include principles like integrity, innovation, and respect for the environment3. In rhetoric, ethos is one of the three modes of persuasion, alongside pathos (emotional appeal) and logos (logical appeal), and it focuses on the credibility and ethical character of the speaker3.