This chapter explores the ethical imperative for software development, emphasizing the inherent embedding of values in technology and its profound impact on individual behavior and societal norms. Unlike traditional tools, software actively mediates user experiences and often operates beyond users’ awareness, shaping decisions and interactions through algorithms and interfaces. Recognizing this, the chapter argues for an anticipatory and proactive ethical stance, integrating ethical considerations from the outset of the development process through deployment and maintenance. The uniqueness of software systems presents unique ethical challenges, notably the distribution and diffusion of responsibility. Responsibility cannot be adequately addressed by mere legal compliance or industry standards. Instead, it must encompass organizational culture, interdisciplinary collaboration, and ongoing ethical reflection throughout the software lifecycle. Practical approaches discussed include embedding ethical reflection into development processes, engaging diverse stakeholders, and fostering a shared sense of responsibility across development teams and organizational hierarchies. The chapter also critically assesses principle-based and bottom-up ethical frameworks, advocating for a dynamic hybrid approach that combines universal ethical principles with context-sensitive, participatory methods. This discursive approach emphasizes collaborative ethical deliberation, empowering developers, managers, and organizations to anticipate and address ethical concerns proactively.