This article examines relationships between a new wave of radical green activism and an increase in greening businesses in Britain. We examine the spread of the movement through the formation of businesses implementing more environmentally sustainable practices. Our empirical data, combined with Office for National Statistics data, are drawn from both the supply and the demand side of the economy. Our analysis tests key individual-level determinants (education, energy conscientiousness, localism) and area-level determinants (party politics, population density). Our findings indicate the main factors in determining the growth of the ethical marketplace. We draw conclusions about relationships between environmental social movements and SME business sectors. Our results have implications for research on ethical business development and consumerism and for literature on social movements and political geography.