In this chapter, the importance of ethics and sustainability specific to B2B marketing is explored. The understanding of ethics and sustainability, the practices that organizations adopt as their ethical and sustainability initiatives are explained with the help of theoretical frameworks of Stakeholder Theory, Corporate Social Responsibility (CSR), and the Triple Bottom Line. The responsibility and accountability that B2B organizations have towards their internal and external stakeholders are inevitable, especially in an environment where the growth of relationships with focus on trust, transparency, collaboration, and long-term partnerships. Partnerships are key to differentiation. The escalation of service growth has further emphasized the importance of ethics and sustainability to create a service ecosystem that allows ethical considerations and sustainable solutions to service delivery.