Leveling the Playing Field: Ethical Business in the Digital Age
Across the UK, small and medium-sized enterprises (SMEs) are the engine room of the economy. They represent 99.9% of the business population, employ over 16 million people, and account for around half of all private sector turnover. These businesses create jobs, drive innovation, and contribute directly to the wellbeing of local communities.
In today’s globalised digital economy, many of these firms operate in the shadow of tech giants with vast reach and resources. This isn’t just about competition. It’s about fairness, sustainability, and the choices we make as consumers, suppliers, and citizens.
The Ethical Divide: Big Tech and the Public Debate
Some large tech companies have faced criticism over their tax strategies, use of zero-hour contracts, and impact on market diversity. Practices such as profit shifting, where UK-generated revenues are recorded in lower-tax jurisdictions like Ireland or Luxembourg, are legal but controversial. These mechanisms can significantly reduce the amount of corporation tax paid in the UK, limiting public resources for services like health, transport, and education. (TaxWatch)
While the legality of these arrangements isn’t disputed, the ethical implications are widely debated. SMEs tend to pay their fair share closer to home. They hire locally, contribute to the tax system, and reinvest in their communities.
Employment models also differ. Whereas gig economy platforms have been scrutinised for insecure working conditions and the erosion of employee rights, many smaller companies offer stable roles with fair wages and clear responsibilities. For SMEs, reputation, relationships and long-term trust are central to how they operate.
Not all large tech firms behave the same way, and many are taking steps to improve. But multinationals still benefit from systemic advantages such as tax flexibility, brand dominance, and access to global markets. These factors make it harder for smaller, values-led firms to compete on equal terms.
Why Local Matters
Local businesses offer more than services. They bring an understanding of place, culture and context. At Citrus Suite, our work is shaped by the needs of our clients, who are based across the UK in healthcare, education, wellbeing and the public sector. We’ve helped develop safeguarding platforms for schools, co-designed health apps with NHS partners, and delivered digital tools that support communities and public services.
Our software engineers and designers are based entirely in the UK. We don’t outsource development overseas. That keeps skills, investment and intellectual property within the country. It’s a decision rooted in where we believe value should stay and how our work supports the economy.
Local partnerships help us stay responsive, transparent and collaborative. Whether we’re working with a clinical team or a local charity, we take time to understand how our technology will be used and the people it’s meant to support.
A Sustainable Digital Future
Building a fairer digital economy takes more than energy-efficient data centres or switching to remote work. It means changing how we value digital labour, how we tax digital profits, and how we support businesses that act ethically.
Campaigns like Greenpeace’s call for a one-off National Renewal Tax show a growing demand to rebalance the system. According to Greenpeace, the richest 1% of Britons hold more wealth than 70% of the population combined. The wealthiest 0.1% emit 12 times more carbon than the average person. These inequalities raise real questions about how prosperity is shared and how a sustainable economy should function. Sign now
Meanwhile, many SMEs continue to act responsibly, often without policy support. They provide secure jobs, pay tax locally, and contribute directly to the social fabric. Supporting them is not a nostalgic gesture. It’s a practical investment in fairness, resilience and long-term economic health.
Taking Action
We encourage businesses, buyers and public bodies to think about who they work with and the kind of economy they want to support. Ethical practices should be part of everyday business, not an afterthought or a marketing device.
Citrus Suite offers a free consultation for organisations interested in ethical digital development. If you’re working on a socially impactful project and looking for a UK-based tech partner, we’d welcome a conversation.
We also invite others to share stories of responsible business and connect with like-minded organisations working towards a more ethical digital future.
Let’s keep value in the UK. Let’s invest in people. Let’s level the playing field.