This presentation explores the role of moral values in shaping society and the quality assurance industry. It delves into the theory of moral development and highlights the importance of developing a strong moral compass in a world where ethical norms are constantly evolving. The presentation also discusses the impact of current societal and economic trends on the QA industry, including the rise of fake news, increasing individualism, and the challenges posed by demographic changes. Finally, it proposes a set of new moral values that could help shape a more ethical and responsible QA industry, including integrity, social responsibility, and proactivity. The presentation aims to challenge and provoke the audience to think deeply about their own moral values and the role they can play in shaping a better future for society and the QA industry.