Ecological literacy is gaining an increasing importance today. More and more people, as well as entrepreneurs, strive and apply it both in everyday life and in the business life. It is very important to be alert and learn to live in harmony with nature to preserve the resources of planet Earth. It is neccesary an education to properly dispose and reduce contamination. Socially responsible business is the fundation that leads to this. Socially responsible business is the foundation that leads to this. It is important to act in the sense of long-term sustainability, as business and production in the future will not endanger the environment. On the example of Pliva d.d. and Terracycle it is mentioned how entrepreneurs make profit and a lot of savings in production by taking care of ecology. Croatia is on the right track, and this is evidenced by a lot of companies and town Pula that each year earn awards and recognitions. The key to success lies in ecological literacy, and it is necessary to make it more aware between people, current and future entrepreneurs, so later would not be too late.