Environmentalist or socially conscious niches?

There's a stereotype (apparently held by some in this group) that all small business people are Tories. I'm not sure that that's true.

There are lots of people out there who are concerned about social issues and the environment. And by trying to mass produce goods for the mass market, a lot of big businesses miss out on niche opportunities for people who are interested in quality goods or are willing to pay a premium for better quality, more socially aware products.

I guess I want to raise the question, or the issue, of whether in fact having a conscience can be an asset, rather than a liability, to someone starting up a small business?