This book is for those working (or preparing to work) in the financial sector - to encourage and help them clarify their personal values, and to identify a personal role in fulfilling the social purpose of the organizations in which they serve. It assumes that readers both wants to be ethical, and have a good idea as to what it entails. However, the reader is often missing an intellectual framework to deal with their indignation at injustice and unethical opportunism, or to develop their careers in the face of uncertainty. Such a framework has to be reconciled with their academic study, the views to which they are exposed in the workplace, and their own fundamental commitments and values (religious or otherwise). The framework developed in this book therefore draws from philosophy, psychology and sociology as well as economics and management, and, particularly, marketing. The author also justifies the elements of the framework by reference to his Christian views but refers, in addition, to other religious and non-religious worldviews. A vocation has creative and ethical components both related to social purpose, which means the development of products and services that, meet people's needs and treat everyone fairly. The framework incorporates the 'marketing concept', which emphasizes the meeting of needs, and includes a model of justice to help make decisions that are fair to all. Various examples and applications will be given: in investment management, insurance, pensions and banking, and in the design of social security systems.