HSBC's vision is to be the world's leading financial services company. HSBC wants to be the first choice for its customers and for its employees – the best place to bank and the best place to work. It believes that a company that behaves ethically, responsibly and sustainably will ultimately be more successful than its competitors because it addresses issues on which its long-term success depends and thereby gains the confidence of investors, customers and employees. HSBC also believes that it can play a role in helping to address the formidable challenges facing society today and by helping to make the world a better place in which to live; it will also make its business more sustainable.