Organizations need to rethink the way they approach ethics to meet the demands of new business realities. On one hand, the business case for adherence to a clear ethical code has never been stronger, thanks to globalization and the fact that the internet has given consumers unprecedented access to information that helps them gauge the trustworthiness of companies and products. These factors, plus heightened consumer concern for social responsibility, have resulted in greater attention to ethical issues among executives, investors and governments. On the other hand, the "supply side" of ethics -- i.e., organizations' ability to avoid ethical lapses -- has never been more challenging. Innovation and data-driven solutions power business success today, and these solutions often require organizations to make tough ethical judgment calls where industry best practices have yet to be established, regulators can't provide comprehensive guidance or the cost of a single mistake can be devastating. Present a case for and against business ethics and social responsibility and elaborate on the ethical issues that have arisen as a result of innovation and data driven solutions.