An Entrepreneur With a Cheeky Message and a Social ConscienceSir Richard's delivers free condoms to developing nations, trading on the buy one, give one away model made famous by TOMS shoes.

马修Gersonwas already familiar with the ways conscience and commerce intersect when he had a "eureka" moment.

Gerson--who in 2005 founded online retailer Econscious Market, which sells eco-friendly products and donates up to 10 percent of the retail price of each sale to charity--was reading a book about Dr. Paul Farmer, co-founder of Partners in Health.