Traditional finance theory suggests that the pursuit of profit is as universal as gravity. Yet the values of society change over generations and with that the goals and dreams of what people value and care about. Finance can no longer be considered in isolation, and must be looked at within the context of a country’s culture - something that shapes our clients’ biases, beliefs and behaviours, as well as our own. By refocusing their sustainable investing efforts from fund managers and onto client values and beliefs, practitioners start a chai...