Social Grace This socially conscious business is built around environmentally conscious products.

Responsible business is good business. This philosophy has beenJeffrey Hollender's guiding light for the past 17 years. Aspresident of Burlington, Vermont-based SeventhGeneration, a manufacturer of environmentally safe householdand personal-care products, Hollender planted this concept deepwithin the roots of the company. His strategies range from offeringtraining on effective communication to rewarding employees forcommunity involvement. "The kind of community and culture wecreate within our business by being a responsible business is a wayto internally mirror the values we incorporate into the products wesell," says Hollender, 50.

Hollender demonstrates how other companies can embrace socialconcerns in his book, What Matters Most. Some tips: Establish avalue system, set annual goals, and pursue social responsibilitywith as much vigor as sales. Seventh Generation's salesapproached $50 million in 2004.