Ethisphere Magazine, which insists that ethical behavior and profitable businesses are not mutually exclusive, recently released its annual ranking of the world's most ethical companies, and there are a few surprises on the list of those companies that use ethical leadership to drive profits.

To make the list for consideration, companies are first peer-reviewed according to standards in 9 separate criteria sets for 30 different categories of industry. Those criteria, not equally weighted, are legal and regulatory compliance, governance, corporate citizenship, internal ethical systems, transparency, perception and reputation, industry leadership, executive leadership, and innovation. What the companies on the list seem to share is a commitment to corporate social responsibility that far exceeds mere regulatory compliance. Ethical standouts are generally led by senior management that is willing to make ethical decisions on economic, social, and environmental factors despite unfavorable short-term consequences. These companies consider themselves as stakeholders in their own reputations.

Surprises on the list include McDonald's Corp. (NYSE: MCD), though even small changes in corporate behavior can have a enormous result given the size of the company. McDonald's offers minorities special opportunities to own franchises in the company, and is becoming increasingly aware of environmental consequences of its production and packaging policies. Also a surprise on the list is Google Inc. (NASDAQ: GOOG), a company with virtually no consumer privacy protection policies. Surprising because of their absence from the list are Dell Inc. (NASDAQ: DELL), which has a comprehensive computer recycling program, and Newmont Mining Corp. (NYSE: NEM), which sponsors educational programs for children living near its mining operations in developing countries.

Also included on the list are the Kellogg Co. (NYSE: K), which has produced nutritious products in recycled packaging since 1906 and has had a Social Responsibility Committee in place since 1979; and Starbucks Corp. (NASDAQ: SBUX), which is the world's largest seller of Fair Trade Certified Coffee since 2000.