Today’s social, economic, ecological and political state-of-affairs, the lack of confidence in business and political leaders and the associated rise of populist parties pose new and structurally different challenges to mankind. They are likely to be deepened in the course of the implementation of the Agenda 2030 for Sustainable Development. While all societal actors are called upon to reflect on their contribution to necessary reforms, business has a particularly important role to play. Competing with integrity today means much more than compliance with law and regulation. The article discusses the necessity of top manager’s reflection on values and coherent practical action and uses the World Ethos body of thought as a compass. It also draws attention to the complexity of such a values management and stresses the importance of ethical leadership.