We investigate whether [SA1.1]and how the social consciousness of firms and banks is reflected in the pricing of bank credit. Using a sample of U.S. syndicated loans from 2011 to 2023, we find that socially conscious banks reward socially conscious firms with cheaper loans; however, only after the implementation of the Equator Principles and the UN Principles for Responsible Banking. Additional analyses show that this effect is stronger for banks with greater gender diversity on their boards, more ethnically diverse management teams, lower litigation risk, and lower non-performing loans. We also find that the effect is more pronounced for borrowers operating in labor-intensive or non-cyclical/essential industries, and for acquisition loans and high-risk loan transactions. Our baseline results remain robust after addressing sample selection concerns, mitigating endogeneity bias, and employing alternative measures of banks’ social consciousness, firms’ social consciousness, and the cost of debt. Overall, our evidence highlights that social attitudes matter “when social meets social”, and that banks can play a meaningful role in fostering a more sustainable financial system.