When companies consider the negative impacts of technology, attention understandably tends to focus on data breaches or cyber attacks. But as high-profile incidents like the Facebook-Cambridge Analytica data scandal have made clear, business leaders also need to examine the ethical implications of the technology-related opportunities they explore. Not only because it’s the right thing to do, but also because in a world where trust is hard to come by, an ethical approach to technology can be a clear source of competitive advantage.