Societal and business school discussions on ethics have grown in intensity over time, driven by the consequences of unethical behaviour. This trend aligns with global developments like climate change, globalization, and digitalization. University education shapes individual and organizational moral identities and ethical decision-making, and business education sets the foundation for future leadership values and skills. In nations where historical factors have hindered democratic development and societal trust is low, or in nations undergoing rapid transformation towards more open and trusting societies, ethics education becomes particularly crucial for sustainable development. Estonia exemplifies such a context, transitioning from a planned to a market economy, joining the European Union, NATO and the European Monetary Union, and embracing digitalization. Despite impressive economic growth, the importance of ethical considerations remains high. This article focuses on the development of teaching business ethics practices in three higher institutions in Estonia over the past decades. Academics in these schools have adopted different approaches, in response to their mission, the evolving needs of their students, and the strategic objectives of ethics education.