Patagonia is famous for this in the clothing industry. They are a premium brand so they can get away with higher prices and a lot of it gets reinvested in supply chain sustainability /ethics.
My point being that, in response to the original comment, I think it would be pretty difficult to disrupt the space by "being more ethical."
I've also seen consumer research that shows that a lot of customers, especially younger ones, want to believe that they are buying from companies that have a social mission beyond just getting rich.
You can see this play out in brand fights here.
Apple is either creating great products for creativity (good social mission) or is creating a walled garden to suck money out of everyone (bad social mission).
Google is either solving the world's problems (good social mission), or is sucking up everyone's personal data to better target ads (bad social mission).
Android is "open," vs. iPhone is "secure."
Etc.