The conventional wisdom in software development has long prioritized speed and innovation over quality assurance, with ethics often relegated to a final checkbox before release. However, this approach ignores the critical reality that software failures can compromise privacy, reinforce bias, and even endanger lives, particularly with AI systems where failures can scale rapidly and affect thousands or millions of users simultaneously. Recent data reveals that poor software quality costs the US economy approximately $2.41 trillion in 2022 alone. The author argues that QA should be the moral backbone of software development, recognizing that true innovation can only be sustainable when built on a foundation of ethical responsibility. To address this gap, the author proposes a framework for ethical quality assurance that integrates three interconnected dimensions: principled testing, institutional courage, and systemic verification. This approach aims to make ethical considerations routine as functional testing, prioritizing early detection of ethical issues by integrating ethics into the definition phase of testing. The author recommends implementing ethics in QA through various paths, including enhancing test case templates with explicit ethical considerations, expanding to include ethics-focused test data, cross-functional reviews, and governance structures. Ultimately, the author believes that mastering the approach of adopting early ethics in QA will enable organizations to achieve capabilities such as ethical resilience, inclusive innovation, and trust leadership, ultimately driving business success.