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uring the recent decadus horribilis in which, for various reasons, companies such as AIG, Goldman Sachs, Toyota, and BP dominated headlines in the business press, a few companies associated with the "Conscious Capitalism" movement have distinguished themselves by their commitments to ethical and sustainable business practices (see sidebar, "Characteristics of Conscious Capitalism").The roll call of companies associated with Conscious Capitalism includes Whole Foods, Trader Joe's, Southwest Airlines, Starbucks, Patagonia, The Container Store, and Google. Other companies frequently cited as having similar characteristics include W.L. Gore, Tata, Stonyfield Farms, Interface, and Nucor. Thanks to their relatively strong financial performance, many observers now conclude that there is a viable alternative to the business practices that have recently placed so many corporations in such bad light. Our purpose here is to critically evaluate this claim.

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