Morality analysis: Reducing moral backlash to public policy

Widely used policy development processes rarely systematically consider differing moral values, which can lead to overlooked risks, ineffective communications and suboptimal policy design. This article introduces morality analysis, a policy tool that draws on moral foundations theory to optimize policy and program design, build public support for policies and present key advice to decision-makers. Morality analysis is used to examine the case of a controversial vaccination incentive program introduced by the Government of Alberta in late 2021 and identify policy options that would likely have prompted less public backlash. This article suggests that morality analysis should supplement the policy analysis toolkit.