This chapter presents the postindustrial environment of economic activities, especially changes in the area of market exchange. The analysis of new business tendencies induces reflections concerning corresponding alterations in the normative content of postindustrial business ethics. In the postindustrial society, labor theory of value is replaced by 'knowledge theory of value', stating that knowledge is the critical factor for creation of economic value. The interpersonal dimensions of relationships between customers and producers make us witness to the abundance of classical market forms in economic life. The current trends in marketing theory emphasize the need for a long-term approach to customers: building and maintaining relationships instead of concentrating on single transactions, which can be profitable only in short-run. Trust is the key concept, moving postindustrial business ethics towards other spheres of ethics, especially an ethics of interpersonal relationships. Postindustrial business ethics focuses on interpersonal relations and culture.