This keynote will give an introduction to IEEE P7000, the first standard IEEE is ever going to publish on ethical issues in system design. As co-chair of IEEE P7000 I am going to inform the audience about what this standard will be all about.  In a nutshell: engineers, technologists and other project stakeholders need a methodology for identifying, analyzing and reconciling ethical concerns of end users at the beginning of systems and software life cycles. The purpose of IEEE P7000 is to enable the pragmatic application of this type of Value-Based System Design methodology which demonstrates that conceptual analysis of values and an extensive feasibility analysis can help to refine ethical system requirements in systems and software life cycles. It will provide engineers and technologists with an implementable process aligning innovation management processes, IS system design approaches and software engineering methods to minimize ethical risk for their organizations, stakeholders and end users. In the course of the keynote I will also show how relevant values and system design ideas can be gained from using utilitarianism, deontological ethics and virtue ethics.