We must rediscover the moral dimension to capitalism if we are to truly recover from the financial crisis, writes Costa. Recent events have shown we have forgotten that the market should be the servant and not the master, and we must now turn to a kind of capitalism that is built on ethical foundations. Global markets are all about people, and society at large is the ever-present invisible partner in business. Regulation alone is not enough to rescue the financial system. We also need to employ the moral spirit encompassed in the phrase "do unto others as you would have them do unto you." The wording may be biblical, but the sentiment is echoed across all cultures.