Apart from money, what is it that motivates people at work? There is plenty of rhetoric about ethics and social responsibility, but does it really make a difference to people's performance at work, or their their loyalty? In 2001 the Ci Group (www.careerinnovation.com) conducted a large-scale global survey to answer these questions. This previously unpublished research illustrates the business benefits from being a force for good company, including: Motivational benefits of employee volunteering; Statistical evidence that ‘Ethical Reputation’ is a top driver of staff retention; The ethical motivation profile of industry sectors;  Links between career discussions and retention.