Instilling our values to our business, working in accordance with our principles, not losing them on our way to success. It can be choosing to sell some cruelty free animal products, working only with suppliers who don't exploit children, having a real policy of diversity at work, paying equally women and men, investing locally, giving back to the community, not misrepresenting, etc.
If you follow your core values, I think you will connect with customers who are like you and who share the same. It may take little more time, it may cost little more money, but at the end of the day, it's worth it, ethics will be your key-point of success.
If the ultimate tech area where every start-up advocates the famous "making the world a better place", can do it, we can all try.