Adoption of product-led growth has accelerated in the past few years with numerous start-ups declaring global success with this go-to-market play. In essence, the focus is on the user and product design to achieve business goals. As more and more teams are now focused on growth, it is high time that we look into what role ethics play in keeping the necessary balance. Technology is a double-edged sword and along with product-led growth, it is even more important to handle it in a way that benefits society.