The overlooked side of Digital Transformation: What about ethics?
- Ivette López
- Mar 24
- 3 min read
We live in a world where technology advances faster than we often stop to question. Devices have become an extension of our decisions, and innovation is no longer optional — it’s now a constant organizational requirement.
But amid this accelerated pace, we rarely pause to ask ourselves: Why are we doing this? And for what purpose?
Digital Transformation and Digital Innovation: Not the same
First of all, it’s important to clarify two concepts often used interchangeably — but they’re not the same:
Digital Transformation:
The broad integration of digital technologies into every aspect of an organization. It impacts culture, operations, the business model, and how the company connects with customers and collaborators. It’s not just about adopting tools; it’s about rethinking how the organization operates to create value.
Digital Innovation:
Focused on creating and applying new ideas, products, or services powered by digital technology. It’s about improving existing offerings or developing entirely new solutions.
While Digital Transformation is a deep, structural journey, Digital Innovation is one of the levers that can accelerate that journey.
Adapting… at any cost? This is where Digital Ethics comes in
Moving forward on the digital path is necessary — but doing so without questioning how we get there can have serious consequences.
What is Digital Ethics?
Digital Ethics refers to the set of principles and values that should guide how we use technology, how we design systems that make decisions, and how those decisions impact people and society.
And yes, digital ethics includes many layers and concepts rarely discussed when planning a digital transformation. Some of them include:
Ethics Shopping: Choosing products or services based on ethical criteria
Greenwashing / Bluewashing / Whitewashing: Companies pretending to be ethical, ecological, or responsible just for image
Ethics Dumping: Exporting unethical practices to countries with weaker regulations
Ethics Shirking: Avoiding ethical responsibilities for convenience
Technoethics, Cyberethics, Algorithmic Ethics, AI Ethics, Robot Ethics, and even Cyborg Ethics: Every technological advance brings new ethical dilemmas — most companies rarely stop to think about them
What happens when ethics is left out of the equation?
Digital decisions have consequences. Recent cases show companies prioritizing speed or innovation — and facing reputational crises, lawsuits, or a loss of trust:
Facebook and Cambridge Analytica: Millions of user data harvested and used without consent to influence elections — leading to lawsuits and massive loss of trust.
Amazon’s recruitment algorithm: Trained with biased historical data, the system ended up automatically penalizing women applying for technical roles.
Microsoft Kinect: Its facial and motion recognition technology didn’t work equally well for people with darker skin tones — exposing a lack of inclusive testing and the risk of launching products without considering diversity.
The problem wasn’t the technology. It was ignoring basic ethical questions in the design and use of that technology.
Digital Ethics is also good business
Now more than ever, companies that embed digital ethics into their strategy gain a competitive edge:
They reduce legal and reputational risks
They strengthen the trust of customers and talent
They differentiate themselves in an increasingly conscious market
Because digital ethics is neither a luxury nor just a speech. It is the foundation for protecting your company’s trust in a world where every digital decision leaves a mark.
How often has your organization put ethics on the table when planning a digital transformation?
Most companies focus on tools, efficiency, and new business models… but rarely stop to ask if what they’re building is ethical and responsible.
At Trascend, we believe that true digital transformation is not just technological — it’s also ethical. Because the future is built with vision, but it’s sustained by principles.
It’s not just about what we can do with technology — it’s about what we should do.
If you’re ready to explore how to integrate digital ethics into your strategy, let’s talk. At Trascend, we help you build a solid and responsible transformation.
Comments