THE consumer movement and the environmental drive are having an impact not only on big executives but also on small shareholders. Consider the case of Robert Cecil of Holland, Mich. He owns some shares in Michigan General Corp., a diversified manufacturer. Cecil, one of those rare investors who scrutinizes his stock certificates instead of leaving them at the broker's office or a bank, was upset to discover that they bore the graven image of the Roman god Vulcan and a series of smokestacks spewing clouds of black smoke. Fuming, Cecil fired off a letter to the company: "I am turned off...
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