GE views its sustainability effort as a moneymaker. "Green is green," says senior vice president Beth Comstock. Launched in 2005, GE's "ecomagination" unit focuses on the energy-efficient technology that reaped $17 billion in revenue last year, up 21% from 2007. It's not easy for a company long known for dumping chemicals to change course. But, says Comstock, ecomagination "has put us on the right side of our customers."