Ten Thousand Villages is a noted fair-trade retailer. A fair-trade retailer is one believes in sustainable development and so, makes sure that all activities of the firm are eco-friendly and do not harm the planet at any cost. Michele Loeper, Marketing Manager of Retail and Brand Strategy for Ten Thousand Villages, quotes "People are really reevaluating what they're spending their money on." Loeper also says, "There's an increased popularity in shopping with a social conscience." Ten Thousand Villages believes in – fair-trade, women empowerment and sustainable income. This firm is devoted to making life better in developing nations. GoodShop and Shopping-for-a-Cause are 2 American online-retail firms, which work towards social welfare. GoodShop works to donate money to schools and charities, while Shopping-for-a-Cause works in association with the American Red Cross. GoodGuide provides detailed information to consumers, who want to know the impact of retail items on the environment and health. Recoup.com donates a portion of the money generated from the sales to a cause that is preferred by majority of the consumers.

With the Green Movement and eco-friendly steps gaining momentum in India, various Indian firms have started becoming more conscious toward the effects of their actions on the co-system. Hindustan Unilever (HUL) has started Project Shakti, self- help group for women for sustainable development. This project was first started in Andhra but now has spread t other parts of the country. Project Shakti helps women earn their livelihood and live quality lives. Procter and Gamble (P&G) has started Project Shiksha, in which a portion of money collected from the sale of P&G products in utilized for the education of rural India children. Godrej Aadhar is a retail store for providing farm products and implements for Indian farmers at a lesser rate. Though these projects concentrate more on the social and economic aspects of life, these steps are the foundation for a greener and better India. Indian companies are trying to become more eco friendly but will have to learn a lot in this regard from its western counterparts. So, we Indians need to analyze our shopping habits and see for ourselves as to where we stand in the regard of ethical consumerism. Still, every little step matters because ‘a little progress everyday reaps great rewards.’