The case studies in this paper make clear that although sustainable entrepreneurship, or ecopreneurship, in the
SME sector remains in its infancy, fi ndings here are contrary to Hitchens et al.’s (2003) conclusion that: ‘Environmental
performance is a necessary constraint on the activities of the fi rm and an interruption to production-related
activities.’ The cases reported here are all small start-up businesses which tend to follow Isaak’s basic defi nition
of the ‘green green’ business where sustainability and the associated ethical principles remain paramount in the
business venture. In a world where, in the words of Daniel Pink (2006), ‘abundance has satisfi ed and even oversatisfi
ed the material needs of millions . . .’ and ‘. . . more of our basic needs are met, we increasingly expect
sophisticated experiences that are emotionally satisfying and meaningful’. These experiences, Pink says, ‘will not
be simple products’ (Pink, 2006). It is perhaps also the case that the organizations providing these sophisticated
experiences will not be simple either, but may be those which can take on board a paramount ethical perspective
and a newfound demand for environmental performance and accountability ahead of profi t. In short, such organizations
maybe exactly these ‘green green’ SMEs – the brainchildren of our shecopreneurs. Perhaps it is only
these businesses which are suffi ciently infused with values, and are suffi ciently ethically-driven that can counteract
that material over-satisfaction and provide what the world of the future may need. Perhaps this new generation
of ‘green green’ businesses – fi rmly rooted in the ethical principles of their ecopreneurs; strongly supported with
a high risk tolerance; and based on a platform of self-education in green issues – can provide experiences that are
emotionally satisfying and meaningful. These are perhaps a new form of organization heralded by both business and
environmental pioneers, i.e., the work of ecopreneurs. Clearly, all three of the ecopreneurs in these case studies
view their business not just as an income stream but as a vehicle for social change.