*** Modern economic theory accepts the principle that a solid ethical commitment is also economically rational. The propagation of virtuous conduct is a value in and of itself, in that it lends strength and security to economic agents, averting costs and formalities that would otherwise be necessary. This reinforces the ties between ethics and finance, between ethics and business.
Ethical and moral principles are increasingly taking root among economic agents, producing closer links between the social dimension and the markets. Modern society is very attentive and sensitive to these values. The demand for ethical conduct is ever broader and stronger. Establishing relations of trust with customers invigorates financial activity.