OK. So nobody is colder and more bottom line oriented than Wall Street. And Goldman Sachs is getting the brunt of it now. So that's why if they say green is most profitable, it probably is. After all, The Street values profit over all else. According to a Goldman finding, "from 2005-2007, organizations that are leaders in leveraging environmental, social and corporate governance considerations for sustained competitive advantage outperformed global stock funds by 25%."
Why would anyone start a business today and not make it green? It is clearly where the money is. And the good karma!