Ebay? MySpace, Usenet? Though the distinction was about features and adoption not about ethics. Back then it was assumed that tech owners (to the extent that something like Usenet had owners) acted ethically.

Google's motto of "dont be evil" was mostly tongue in cheek until of course it wasn't and then they stopped using it.

This is tech though and the idea that one company might have an ethical marketing advantage is much older. For example when I worked for GM we often talked about being like GE only with a heart.