With the public increasingly embracing ecological sustainability, many businesses have pledged to be good corporate citizens-but how committed are they? Hollender, chairman of clean household company Seventh Generation, shares his own company's process of redefining its mission and values, and makes an unimpeachable argument for how sustainable business practices protect both the environment and employees. However, he fails to obviate criticisms or concerns that companies can remain competitive and profitable while undergoing the transition to becoming more environmentally conscious. For example, Hollender describes how outdoor clothing and equipment company Patagonia decided to move from chemically grown or treated cotton and wool to ""good cotton,"" only to find that their demand exceeded supply. Patagonia had to convert farmers to new growing methods, which increased the price of their product. While the company ""eventually right-sized itself,"" and ""influenced far bigger companies... to follow its lead,"" it is unclear what the company's return on investment was or how long it took to achieve. While corporate responsibility is an incontrovertibly attractive ethos, this work skimps on the finer points and complications of making this necessary-but complex-transition.