THE ETHICAL PERSPECTIVE OF DIGITAL-TECHNOLOGY-DRIVEN ECONOMIC DISRUPTION

The digital world has penetrated various corners of space and dimensions in human life. Filling in previously unimaginable gaps. Humans are now more familiar with the presence of the digital world. Suddenly, and sometimes without realizing it, a new culture and behaviour has formed, namely digital culture. Along with the emergence of new habits, new cultures, new worlds, then at least two sides are formed, the good side and the bad side. The digital world offers convenience and new opportunities. Meanwhile, on a small scale we can see humans hiding behind anonymous identities, feel free to do anything in cyberspace. This has led to a new social problem. On a national scale, the digital world requires state apparatus to adapt and prepare policy directions and legal instruments to protect national interests and their citizens. The scope of economic activity cannot be separated from the influence of the presence of the digital world. One of its influences even touched on ethics. Many studies show that companies that apply ethics get a competitive advantage compared to companies that ignore it. When the wave of disruption comes, companies also feel the dynamics and make adaptations in their business activities and operations. Also adapting related to the ethics of the company. This paper specifically tries to identify problems faced by companies due to disruption in the era of digital transformation. Mainly viewed from an ethical perspective. At the same time, it also offers a study and a view of its impact. The method used is literature study from various sources related to digital disruption, companies’ ethics, and socio-cultural behaviour caused by digitization. The purpose of this paper is to find new study perspectives related to companies, social behaviour, and culture, resulting from disruption in the era of digital transformation, and the ethical side that goes with it. The digital revolution presents businesses with the challenge of leveraging technology for economic gain while navigating complex ethical issues related to human well-being, fairness, and social justice. To address these challenges, companies must adopt responsible innovation, invest in workforce development, establish ethical frameworks, and foster inclusive dialogue. Ensuring digital equity through an inclusive economy is vital, requiring a shift from profit maximization to prioritizing transparency and accountability. The findings of this study are to inspire and provide practical and strategic benefits for companies, what they must do ethically in surfing during a wave of disruption in this era of digital transformation and to increase competitive advantage and maintain sustainability. Future research should focus on adaptive strategies and policy interventions to manage technological disruptions, promoting economic growth without ethical compromises. By embracing ethical leadership and responsibility, businesses can unlock innovation, competitive advantage, and sustainability while contributing to societal good.