In the heap of customer expectations cloud providers look to satisfy, environmental consciousness is a factor that can sometimes slip to the bottom. Security, reliability and cost-efficiency are just some of the concerns hovering in consumers' focus, but longer-term ecological interests such as carbon footprints and lifecycle assessments are surfacing as key components in a move toward responsible IT. Cloud providers making the move toward sustainable IT operations are innovating on a wide spectrum, exploring opportunities from renewable energy and recycling to free cooling and aisle containment. The five companies profiled here each take advantage of a variety of these resources in their offices and data centers, polishing their business images as they clean up their policies. Read on to learn about some of the pivotal strategies at play for providers looking to maintain robust services and revenue while minimizing environmental impact.