Every company wants to increase profitability, and it is not bad even to think of innovative and creative ways to increase profitability, but it should not lead to the adoption of unethical ways to earn and maximize profits.
I think, it is rather often happening in business when profitability is opposing ethics. It is also often depending on the character of the businessmen if they are ready to act ethically. This question is also connected to social responsibility and social justice questions - is business ready to be socially responsible and not neglecting social justice as the general and particular features in society?
Business and ethics sometimes conflict. Moreover, ethics are sometimes difficult to follow. This time of pandemic people are told to wear mask but some don't follow. So even if there are ethics in business they are hard to implement in this era of stiff competition. For example oil companies are producing petrol which when burnt in engines of cars produce CO2 which is a green house gas.