This article explores the transformation of ethics in a globalizing technological society. After describing some basic features of this society, particularly the primacy it gives to a special type of technical rationality, three specific influences on traditional ethics are examined: (1) a change concerning the notion of value, (2) the decreasing relevance of the concept of axiological hierarchy, and (3) the new internal architecture of ethics as a net of values. These three characteristics suggest a new pragmatic understanding of ethics. (...) From a pragmatic perspective, the process of introducing ethical values into contemporary society can be regarded as a beneficial Trojan horse, a metaphor that will be developed further. (shrink)