Initiatives that are sustainable, socially responsible, green, or environmentally friendly are emerging as a market force that will increasingly affect financial institutions. As this movement garners increasing attention, regulators will step in and viable alternative technologies will emerge. Customers, when presented with options, will select the vendors and institutions that align most closely to their values. This TowerGroup Research Note discusses the increasing traction of the concept of a sustainable enterprise in the financial services marketplace today and provides insight into the factors that would make a financial institution a truly sustainable enterprise.