I tend to invest in companies whose products and behavior I like. It's not terribly surprising that they've done well - pleasing customers is good business. I've dumped stock in companies that began a business model of suing their customers to make money - and those companies (again unsurprisingly) tilted down.

Buy companies that customers love, sell companies that customers do business with only because they have to.

Risk profile and time horizon are central considerations for investors, absolutely.

Sometimes a fast, go-big-or-go-home trajectory is what they're looking to invest in.

The way to put ethics in a language investors understand is to price in externalities.