In the nineties, the cost of recycling and other "going green" costs were skyrocketing. Investors gave up on expecting decent returns from environmentally friendly investments.  Times have definitely changed.

Many companies have discovered ways to introduce socially responsible initiatives in their daily operations.  Initiatives include alleviating poverty, improving the environment and enhancing educational opportunities. Coca Cola has been very active in conducting recycling campaigns.  General Electric's Ecomagination cornerstones and Disney's environmental policies are examples of major corporations engaging in socially responsible activities.  Microsoft has helped to launch a campaign of awareness of global warming through its MSN Network.

There are veterans in the area of socially responsible business practices who have demonstrated that good citizenship and profitability are not mutually exclusive.  Starbucks and Whole Foods pride themselves on providing quality and value while observing respect for the environment.  Suntech Power and Pacific Ethanol have made it their mission to create profitable sources of alternative energy.

There are now mutual funds that geared toward Earth-friendly investing.  More consumers are showing an affinity for understanding and protecting our environment. Those companies that ignore this trend risk losing the confidence and interest of the investing public.

Chicago hosted a "green festival" recently, actually it was held to commemorate Earth Day. It brought together firms with green technologies and services, and socially and environmentally conscious consumers.  Needless to say,the festival was a sell out.