The world is a complicated place for us humans, but not so much for the nonliving natural world. All of the nonsentient matter in the world just responds to the situation it finds itself immersed within. Just subatomic particles responding to some inner random set of actions which then push other things into some reactive action.
The semi-sentient living things have a bit of a problem because one of the qualities of single-celled organisms is they have the ability to accept some materials past their cell wall and to reject other stuff. We call most of the stuff they permit inside their inner sanctum “food,” and the stuff they don’t “want” inside is waste and the cause of disease and cell death. At some point, these simple organisms develop the ability to eject the unneeded things and we could label this act of rejection a pre-primitive form of “morality.”
Another big step in “morality” is after sex has evolved and sexual selection comes into being for mate selection to take place. This is a big one for all animals but mostly for humans because we are most concerned with our own species’ problems in this choice. Probably it is equally difficult for other species because when we watch their mating behavior it is often so complex we, even with our big brains, can’t figure out what they are selecting for, but they are obviously very choosy.
My Eveish Selection theory describes the transition out of using various indicators of physical and mental health as criteria for mate selection over into more complex indicators based on words and the ability to speak. This was a positive feedback process where at some point females with some minimal ability to verbally communicate began indicating who they thought were the good men. Because there was a trace of genetic heritability built into that process, the ability to speak better and communicate better led to better mate selection. Women began choosing their mates based on a great number of qualities, not just simple reproductive health. Women converse with one another and, as a group, they decide what qualities to promote. This process is so complex and so rarely comes to the actual moments of choice that it isn’t even recognized, but their whole social education comes to that moment.
“What do women want?” The perfect man!