Forty-five ordinary investors, in 7 focus groups, and 49 ethical/green investors in a further 7 focus groups discussed their various motivations for investing. Interpretations of the results were produced with the aid of NUDIST software and repeated readings of the transcriptions. Neither ordinary nor especially ethical investors were keen to attribute solely economic motives to themselves revealing instead their need to provide for future selves and to bequeath. Ethical/green investors primarily mentioned avoiding companies who manufacture munitions, are exploitative, and who pollute. Many participants, especially the ethicals, felt an unease about contemporary capitalism and current UK government policy, suggesting that ethical investing had become a necessity because of government failure and that it could change the commercial world for the better although the process was admittedly a slow one. This paper aims to enrich the notion of rational economic man.