The application of the concept of sustainable, ethical and socially responsible business in banking is a key aspect of the modern business environment. The banking sector, as one of the fundamental pillars of the financial system, has a significant impact on the economy, society and the environment. It is therefore imperative that banks take responsibility for their activities and impact on the wider community, and that they expand the focus of their operations beyond traditional economic goals, including social and environmental dimensions. The paper presents the specifics of the application of the concept of sustainable, ethical and socially responsible business in banking, analyzing the key elements and challenges that banks face in realizing this paradigm. Through the prism of the largest banks in Croatia, such as Erste banka, Privredna banka Zagreb (PBZ) and Zagrebačka banka (ZABA), concrete examples and practices implemented by banks in order to improve sustainability, ethics and social responsibility in their operations are investigated. In addition, the impact of regulatory frameworks, market trends and stakeholders' expectations on the formation of banking policies and strategies in the field of sustainability is considered. Through a detailed analysis of these aspects, a better insight into the complexity and importance of applying the concept of sustainable, ethical and socially responsible business in banking will be achieved, as well as the need for continuous improvement of practices and policies in order to ensure the long-term sustainable operation of banks, as well as a positive contribution to the community and the environment.