Ethical Investing: How to Build Wealth That Feels Good
I had a huge wake-up call a few years ago when I really started investing.
At first, I was chasing profits like everyone else. I thought the goal was simple: find the stocks and funds that could give me the biggest returns and let my money grow. But then I had this moment where I looked closer at one of my ETFs — and realized my money was funding companies that I didn’t align with at all.
It hit me hard. Here I was, thinking I was making smart financial moves, when in reality, my dollars were supporting industries and practices I would never choose in my personal life. Things like fossil fuels, fast food giants, and companies with questionable labor practices.
That was the moment I realized:
If I’m only focused on returns, I lose myself in the process.
I lose my integrity, my values, and what I actually stand for.
From then on, I made a commitment to invest more intentionally. To find ways of building wealth that actually felt good, and to make sure that my money was doing something positive in the world — not just padding my bank account.
The Myth About Ethical Investing
There’s this old myth in the investing world that if you invest ethically, you’ll make less money. That you have to choose between profits or principles.
That couldn’t be farther from the truth.
We now have years of evidence showing that sustainable funds and ethical companies can perform just as well as, if not better than, traditional options.
In fact, Bloomberg Intelligence reported that ESG (Environmental, Social, and Governance) assets were on track to exceed $53 trillion by 2025. That’s $53 trillion invested in companies that are at least attempting to minimize harm and create a positive impact.
And Morgan Stanley analyzed thousands of funds between 2004 and 2018, finding that sustainable funds delivered returns equal to or better than conventional options.
So not only is ethical investing possible — it’s profitable.
Why This Matters
The reality is this: no matter how you invest or consume, some level of harm is unavoidable. Even walking outside and stepping on grass, you might unintentionally kill an insect. That’s just life.
But there’s a huge difference between creating harm intentionally versus ignorantly.
When you invest without awareness, you might be funding industries tied to war, child labor, discrimination, or environmental destruction. But when you choose intentionally, you get to redirect that flow of money toward companies trying to do better.
That’s where ethical investing comes in. It’s not about being perfect. It’s about doing better with what you have.
My Framework: The Three Ps
When I started investing through an ethical lens, I developed a simple framework that guides every decision I make. I call it the Three Ps Framework:
Profit
Let’s be real: we’re still investing to make money. I want my investments to be profitable and to grow my wealth over time. That means looking at financial statements, KPIs, and whether a company has long-term stability.People
How does this company treat people? Do they support diversity, equity, and inclusion? Do they care about worker rights and fair wages? Are they minimizing harm to communities instead of exploiting them?Planet
We only have one Earth. Companies I invest in need to be mindful of their impact on the environment, from carbon emissions to resource use. I want to know they’re at least working toward solutions instead of creating bigger problems.
If a company doesn’t align with all three — profit, people, and planet — I don’t put my money there.
Examples From My Own Portfolio
To give you a sense of how I use this framework in real life, let me share some examples.
Airbnb (Profit + People)
I’ve used Airbnb countless times while traveling. Because I’ve been a direct consumer of their service, I felt comfortable investing when they went public. I could see their value and long-term growth. Plus, their platform creates economic opportunities for everyday people, not just big corporations.
Bumble (People)
I haven’t invested in Bumble, but it’s a company I respect because of how it centers women’s safety and agency. Bumble was created to give women the first move in dating, which flips the script and reduces harassment. That’s a people-centered mission worth paying attention to.
Tesla (Planet + Profit)
Tesla is controversial, but when it first launched, it represented a big shift toward sustainable transportation. Electric cars aren’t perfect, but they’ve pushed the industry forward in important ways. For me, Tesla fit both profit and planet criteria.
Why It’s Not About Perfection
Listen — you’re not going to get it perfect every time. Some companies will claim sustainability and still fall short. Others might do well for years and then get caught in scandals.
The point isn’t to never make mistakes. The point is to invest with awareness.
When you know better, you can do better. And ethical investing gives you the tools to make choices that align with your values, your money goals, and your vision for the future.
Ethical Investing Is The Future
Here’s what excites me: the more people care about where their money is going, the more the market shifts.
If we, collectively, start funneling money into companies that treat people well, protect the planet, and still deliver profit, the harmful companies will eventually lose power. They won’t get the same level of funding, and over time they’ll fade out.
That’s the power of ethical investing. We get to use our dollars as votes for the kind of world we want to live in.
Take the First Step
If you’re ready to learn more about ethical investing, I created a free resource just for you:
👉 The Ethical Investor Starter Kit
It’s a 5-day email series filled with guides, reflection prompts, checklists, and resources to help you start building your own values-based investment strategy.
Whether you’re brand new to investing or you’ve been in the game for a while but want to be more intentional, this kit will give you the clarity you need.
Final Thoughts
Ethical investing isn’t about being perfect. It’s about aligning your money with your values so you can build wealth that feels good — wealth that you’re proud of.
Because at the end of the day, wealth isn’t just about how much money you have. It’s about how you feel about that money, and the impact it’s making in the world.
Are you ready to take your first step?
📌 Download your free Ethical Investor Starter Kit
〰️ RESOURCES AND NEXT STEPS
1. Watch the full video in this post to deepen the practice or listen to the raw, unedited podcast.
2. Want support? Schedule a clarity call to map your next step. [Schedule Here]
〰️ WORK WITH ME
Check out my coaching services here.
〰️ CONTACT ME
✉️ hello@morganblackman.com
