This is a deliberate oversimplification, but in order of most to least concerning, these are flags which get raised in my brain most often. If they get raised then I consider the company's ethics questionable and when time permits we evaluate alternatives.

- The company supports or enables injustice or human rights violations - The company collects a lot of personal information and does creepy or obscure stuff with it - The company does not release the source of its products

Virtually all SaaS gets dinged because of #3, and in a perfect world we'd somehow replace them all with self-hosted, open source alternatives, but that's a tall order.

I'm not a zealot about any of this, I just make sure I set aside a little time aside every quarter to evaluate ethical alternatives. Legitimately "doing no evil" is absolutely a benefit I'll pay money for.