Over his six-plus decades, John Santosuosso has cultivated a soft spot for outcast nations, animals, and even plants. But none of that has kept him from earning hundreds of thousands of dollars in the stock market. To the contrary, he says, those values have for nearly two decades guided him to promising companies, often in far-flung places he’s researched as a professor of political science at Florida Southern College in Lakeland, Fla. To him, a country known to brokers as an “emerging market” is sometimes “a good place to put money” in a moral as well as a financial sense.

But having high ethical standards can also lull investors into complacency, according to Santosuosso. He says he held for too long his stock in Nortel, a Canadian communications firm that joined the Dow Jones North America Sustainability Index this year. He watched as a profitable track record vanished. His lesson for other ethically minded investors: Don’t get greedy – or self-righteous.

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