What counts aa morals seem to fall into two categories. Spiritually enforced dogma or morality sourced from a central premise of what behaviours we adhere to in making a society better to live in. Spiritual dogma is difficult to argue with because you have something supposedly above society that straight up dictates something that must be followed. The consideration places those morals in an untouchable space for those who believe... The second form often is more flexible and covers a lot of smaller infractions and changes with society, technology and so on.

Take littering. Littering is something I argue our modern society considers immoral. If you've ever witnessed someone throw something on the ground deliberately and walk away your reaction might be disgust because it violates an idea of mutual responsibility to make society a nicer place to be and it is a disrespect toward that social construct. A majority of persons sign onto that that is an unacceptable behaviour and shows a lack of morals.

Social contract when violated isn't always responded to in exact kind because reciprocating often undermines the idea that those behaviours make things worse for everyone. Hence if someone litters, steals or murders someone we either fine them or lock them up as punishment because they voided a social contract which has been further codified into law.

For things that the law cannot be used as a tool to stop it's more of a wild west. If someone dumps all the leaves they rake up in their yard over your fence then people won't object if you do the same or slightly worse back to them. The initial slight is considered the immoral one that we click our tongues in disgust over but the equal response to it might elicit a laugh and a clap on the back.