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The implicit ranking of values of the current socio-economic system (with the dominant emphasis on the creation of economic value for shareholders) is such that more important aspects of the individual (working and relational dimensions) are subordinated to less important ones (consumer and shareholder dimensions). The portfolio vote of ethically concerned consumers and investors for ethical finance pioneer (whose characteristics are extensively described in the paper) may significantly contribute to restore the correct order of priorities and the primacy of the human being.
