Many question whether a mainstream fund-rating firm is up to the task, and point out that, if retail investors are led to rely on faulty measures, they may find themselves in trouble.

ECONOMIST: Hedge funds: Looking for trouble | The

In the beginning, commercial banks refused to fund his venture while mainstream salons, beauty parlours and large retail outlets refused to stock his product because it was too native.

FORBES: Kenyan Entrepreneur Stands To Make Millions After Sale To L'Oreal

As companies seek to win credibility for their efforts at reducing emissions, they are inviting mainstream green groups such as Washington's Environmental Defence Fund to advise them and to keep them honest.

ECONOMIST: Emissions