"What does an increasing stock price, improved sales numbers and GP have to do with moral?"
Are you kidding me? You really need me to answer that question? If you don't think these things play on ones moral than you are living in another world. So, I will break it down for you.
Increased stock price affects every employee's pocket and ultimately their quality of life. Increased sales number and GP prove that things are not as bad as they were, hence things are in fact improving.
As afr as your ref to the golden rule, it did not appear to be wroking or we would not be having these exchanges, would we?