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The idea of "doing well by doing good" is so appealing that a slice of the financial industry is focused on persuading people to invest with their values without sacrificing returns. HIP Investor goes a step further, saying companies that are leaders in corporate responsibility outperform their peers. “But can any single model consistently outperform the market?” asks HOW contributor Marc Gunther.

Google’s threat to withdraw from China, rather than accept censorship, is a breathtaking example of corporate values at work and a landmark moment in the history of corporate responsibility, says HOW contributor Marc Gunther. It’s the boldest statement any U.S. company has ever made about doing business in China. And Google’s get-tough stance with China will be good for its business.

Are investors who watched Bear Stearns and Merrill Lynch destroy billions in shareholder value ready to focus on what makes companies sustainable? The recent “Sustainable Stock Exchanges” conference discussed building the case for whether companies with good environmental, social and governance practices will deliver superior shareholder returns, says HOW contributor Marc Gunther.

Imagine a company where profits were second to values; where executives were trusted to make deals; and where people were encouraged to have fun. That was how power generation company AES operated — until it all came crashing down, says HOW contributor Marc Gunther. Since then, AES has recovered without crushing its “can-do” spirit and the innovation that made it a success.

These days, big companies are battling over which can be more sustainable. Now, UPS and FedEx, longtime rivals, are going at it. More is at stake than bragging rights. Forward-thinking customers will want to do business with the more sustainable firm. And the environmental back-and-forth ties in to a bigger reputation battle between the two firms, says HOW contributor Marc Gunther.

Imagine an airline people actually like to fly. A low-fare carrier that provides friendly service as well as numerous amenities. That’s JetBlue. JetBlue also makes money. That alone makes it an anomaly in the dismal airline business. The company does this by following a simple philosophy: Treat your people well and they’ll treat your customers well, says HOW contributor Marc Gunther.

Christopher Lasch had it right: We live in a culture of narcissism. Decades after the publication of his landmark social criticism “The Culture of Narcissism,” Americans are more self-absorbed than ever. Consider, if you doubt it, Twitter and Facebook. This way of moving through the world stands squarely in the way of progress toward sustainability, says HOW contributor Marc Gunther.

General Electric is one of the most important companies in America — and its reputation for management excellence means that its ideas spread widely. GE’s recent release of its citizenship report demonstrates that the $183-billion company is becoming not just cleaner and greener, but more open and transparent to its stakeholders, says HOW contributor Marc Gunther.

IBM has some advice for companies that are tempted to ease up on corporate responsibility: Don't. In a new report, IBM says companies need to get better at collecting data that measure social and environmental impacts. But what’s more interesting is that IBM is putting its intellectual capital behind sustainability, says HOW contributor Marc Gunther.

Companies have long marketed themselves as friends and neighbors, but can companies care? Smart businesses are driven by an ethic of service that generates loyalty and creates powerful competitive advantage. But those who say they care create high expectations that they had better meet, says HOW contributor Marc Gunther.