• First are companies that are already well aligned with sustainability. This includes companies like outdoor apparel company Patagonia that has established itself as a market-leading benefit corporation. Patagonia has long been a champion of environmental and social causes that align well with its core customer base. Many of the early adopters of different models were already aligned with key sustainability values. The new definitions and models gave them the opportunity to codify their value propositions and offered membership in a larger community of like-minded organizations.

• Second are companies where the major shareholders, owners, or founders drive change because of their vision and values. W.S. Badger (health and beauty), Tesla (energy and transportation), and Galaxy Entertainment (hotels and casinos) are all examples of companies in which the wishes and support of the founder and majority shareholders have enormous influence.

• Third are companies making the economic argument that sustainability is the “land of opportunity.” Some are new startups like NooTrees, a Singapore-based company that makes paper products from sustainable bamboo sources and is tapping into the growing interest in alternative “green” products. Others, like CropEnergies of the Sudzucker Group in Germany, make biofuels that reduce greenhouse gases by substantial amounts over traditional fuel sources. Changing economics in the energy sector in particular have made moves into wind and solar energy a smart bet for investors.