As the conventional financial system is losing credibility, many believe some form of an ethical finance system could be a better option. Ethical finance can mean investing in companies which have business models that are sustainable in an ecological, social, economic and political way. Islamic finance, through its investment filters, provides one means of doing so. However, for ethical finance to take firm root, it must appear to be as competitive as conventional finance. Customers, after all, may not be willing to pay a premium for their beliefs. Moreover, it is important to mention that Islamic banks are open to non-Muslims and Muslims alike. If Islamic finance was presented as ethical financing, which is what it is, there is a lot of demand.