Abstract
The importance of proper behaviour, and the need to improve it, is demonstrated on an almost daily basis by our financiers and those in other walks of life, including politics and journalism. All these activities, in order to be effective and make a meaningful positive contribution, must be based on relationships of honesty and trust. In this paper are explored some of the ways in which this is being done in institutions primarily in the US and UK, not just in universities, but also in firms and professional associations, in the realm of finance and investment. These initiatives are essential to change behaviour. The finance industry can learn from other professions, and eventually financial services can provide lessons for others.
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