The paper focuses on ethical and moral issues of modern business activity in Russia in the interface between innovative economy and digital. The authors consider theoretical approaches to business ethics, investigate its major categories as an integral attribute of business and correlate them to a professional field of activity emphasizing relevance of research. The historical background is given, the main mental characteristics of Russian entrepreneurs in different epochs are featured and modern research views on business ethics essence are put forward. Such key categories of business ethics as «good», «evil», «justice», «honor», «dignity», «conscience», «obligation», «duty» are debated and it is emphasized that business ethics can be considered to be the instrument for successful business activity performance and reducing costs. Due to the transition from innovative economy to digital new kinds of social and economic interaction between people arise. The paper also represents the current situation in business activity issues all over the world and working out of a new international document MiFID II in particular. The authors' findings on expectations of respect for norms of enterprise ethics by generation of Z are reflected. The authors draw a conclusion that giving accent to the main categories in business ethics subject matter is relevant and necessary for modern entrepreneur model shaping.