The financial services industry has one constant lately - change. What are the lessons of the past 25 years, and what can be done better in the future, especially when it comes to digital transformation and sustainability? This book investigates how change is impacting banking and the industry's reputation, exploring what a new ethos in banking should look like, and, more importantly, the needed contributions from the industry to the road ahead. Based on interviews with industry leaders and the author's own personal experience, this book guides decision-makers in a new direction, a positive alternative to the status quo. The book is an urgent call to action, with practical and relevant insights to improve a bank's societal footprint beyond the required compliance and regulatory efforts into sustainability, transparency, and ethics in banking. It will inspire those that look for successful stakeholder models without ignoring shareholder interests, putting people and society first, and understanding this can only work with a healthy financial model.