This chapter explores the shift in the balance of individual versus collective values instigated by the COVID-19 pandemic. The incredible viral spread rate among the population and its relatively high fatality rate has initially resulted in an assertion of the primacy of collective values (such as collective safety, collective responsibility, conformism). In contrast, individual rights and values (such as the individual counterparts of autonomy, freedom, responsibility, and privacy) took a ‘back seat’ for the good of the collective. However, as the pandemic extended over the months, there emerged a pressure to reject the primacy of collective values and restore the importance of individual values. If we are to return to a healthy and prosperous living within a well-functioning society, this balance shift between collective and individual values will have to be re-negotiated and resolved to reach a societally acceptable balance position. We conduct this ethical exploration, first, by following the ethico-philosophical discussion on the balance between individual and collective values generally, as well as in times of crisis, with special focus on the COVID-19 crisis. Second, we explore this topic through the lens of recent changes to how particular technologies were and are used before and during the COVID-19 pandemic. More precisely, we identify and explore broad trends we see relevant to ethics – with a particular focus on crowd management and nudging and on the balance shift between individual and collective values. Finally, by exploring findings from a sociophysics case study dealing with crowd management of people before and during the pandemic, we argue that some sociophysical phenomena can be used as proxies for ethical principles. Here, distance is used as a conceptual proxy for individual and collective responsibility, having in mind COVID-19 distancing rules and recommendation. With all the above, we identify several broad trends that have been instigated by the pandemic that are relevant to ethics. ...