After training with some buddies to run his first marathon, Matt Frazier wondered if he could continue (let alone improve) his training regimen after selecting a meat-free diet. In 2009, he started NoMeatAthlete.com to chronicle his trials in training with this new approach to eating. To Frazier’s great surprise, he began training better than ever and recovering much quicker than before.

“Everyone thinks [veganism] is a ‘you can’t get enough protein issue,’ and that is completely false,” Frazier says. “Even if that were true, that is far outweighed by the benefits from eating all of these fresh vegetables and fruits. I think people just don’t make room for those on their plate when they eat a standard diet.”

Melody Anderson‘s eco-focused approach to emotional and addiction-based counseling concentrates on the role the environment plays in our lives. Whether it is sun-mimicking UV lamps for those plagued by seasonal affective disorder or transformative nature walk sessions, Anderson believes that nature can play a significant role in our happiness.

“We have five senses, so eco-therapy can hit all senses,” Anderson explains. “Studies have found even just pictures of trees, the ocean or the forest have helped people need less painkillers. People who [were played] sounds of birds in the ICU spent less time there.”

Amy Cotteleer founded A Squared Group as an advocacy marketing group — one that connects businesses with consumers in a live space with genuine interaction. A Squared Group looks at channels green businesses can use (or examines those they are already using) to see how they can best reach the most passionate, informed consumers.

“We live in a world where a recommendation is more important than anything you could read online or in the paper,” Cotteleer says. “[Interacting] one on one with consumers is so important when you have a product with a green message. You need a point of differentiation, and the best way to do that is face to face.”

Patrón Tequila owner and co-founder John Paul DeJoria has been investigating ways to green the iconic tequila brand’s operations since the late 1980s. Today, every one of Patrón’s bulky glass bottles, easily spotted in bars around the globe, are made from recycled glass. Even greener still, Patrón distills its tequila byproduct to the purest state possible so it can be reused as agave plant fertilizer while helping to keep the watersheds in its growing regions cleaner.

“I think it’s everybody’s responsibility to do something to make the planet a better place to live for existing generations and future generations,” DeJoria says. “It’s kind of like paying rent for being on the planet earth and all the good stuff that comes your way.”