Customers: Businesses are responsible for satisfying customers by offering them goods and services of real value. One of the surest ways of failing to please customers is to be less than totally honest with them. Investors: According to Milton Friedman, businesses are responsible for generating profits for their owners and investors. Some people believe that before "you can do good, you must do well"; others believe that by doing good, you can also do well. Many people believe that it makes financial as well as moral sense to invest in companies that are planning ahead to create a better environment. By choosing to put their money into companies whose goods and services benefit the community and the environment, investors can improve their own financial health while improving society's health. Employees: Firms have several responsibilities to employees. First, they have a responsibility to create jobs if they want to grow. Once a company creates jobs, it has the responsibility to see to it that hard work and talent are respected and fairly rewarded. Employees need realistic hope of a better future, which comes only through a chance for upward mobility. Companies can demonstrate commitment and caring by giving employees salaries and benefits that help them reach their personal goals. Society and the Environment: One of business's major responsibilities to society is to create new wealth. Businesses are also partly responsible for promoting social justice. Businesses are also taking responsibility for helping to make their own environment a better place. Environmental efforts may increase the company's costs, but they also may allow the company to charge higher prices, to increase market share, or both. The environmental movement is a social trend that all generations have embraced. Businesses which show a concern for the environment may increase their costs, but customers are willing to pay higher prices if they know that the business is environmentally conscious.