But when Chouinard counseled Walmart on sustainability, the retail behemoth found it actually saved money through environmental initiatives, like reducing its packaging and water consumption.

WSJ: Patagonia's Founder is America's Most Unlikely Business Guru

Many of these businesses stress packaging reduction, water or air conservation, and community development strategies.

FORBES: Does Your Company Have Promise?

Cancer-causing chemicals were suddenly said to be everywhere: in water, in food, in packaging.

ECONOMIST: Plenty of gloom