NEW YORK – It’s easy being green when there’s plenty of cash floating around. Environmental causes tend to be minimally controversial, and all kinds of businesses feel good about supporting tree-planting, community gardens, children’s environmental education and the like.

But what happens when the economy tanks? Usually, funding for green programs dries up until the next bull market. But 2009 is different. The scope of our environmental problems is huge, and some of the solutions can come only from the business world. Being planet friendly is no longer just about doing good for the birds and the bunnies, it’s about saving humanity’s future — and making some cash, too, as these four Jewish ecopreneurs can attest.

Adam Baruchowitz, Wearable Collections

Adam Baruchowitz, founder and CEO of Wearable Collections, takes something that most of us give away — our old clothes — and not only keeps them useful by finding a new home for them but simultaneously helps needy organizations raise funds.

“Our main focus is the New York City area, where we place bins inside of residential buildings to make it as easy to recycle clothing and textiles as it is to recycle cans, paper, and bottles,” Adam says.

On top of keeping more than 800,000 pounds of clothes from landfills, when those who participate in the program know where their old clothes are going — for resale in South America, to be recycled into other textiles and to create rags — they become more invested and knowledgeable about reuse.

Wearable Collections is not a nonprofit but works with nonprofits as a partner.

“The idea of tzedakah and charity has always held a special place in my heart,” Adam says, “and I am very proud that we have come up with a business model that enables us to raise funds for many charitable organizations.”

Adam is also the business director for Heeb Magazine, so Wearable Collections is a labor of love as well his business. Why is he so driven?

“One of the main reasons I got involved in this is that one of my partners was hit by a car in 2000 and left paralyzed from his chest down. From that moment, I have been involved in raising money for spinal cord research,” says Adam, who adds that the company is doing well so far, despite the economy.

Old clothes are not the first place many would think to look for profit.

Adam explains: “My grandfather spent most his life in New York City’s garment industry, and I grew up selling some of his products with my mom at various flea markets. Sometimes I am surprised myself to find that I am knee deep in the shmatta industry; what could be more Jewish than that!”

Ron Gonen, Recyclebank

One of the major arguments against recycling has been that it’s too costly, despite the environmental benefits. Some even say it is fiscally irresponsible to recycle, notably New York Mayor Michael Bloomberg, who suspended recycling in the city in a decision that was later reversed.

Ron Gonen, co-founder and CEO of Recyclebank, is proving that that concept is not only wrong in terms of planetary health but economically, too. Ron’s company subcontracts with existing haulers and collects recycling in special bins that record what’s inside. There’s no sorting of recyclables into different bags or bins — it’s single stream — and each household gets its own online account to keep track of how much and what’s been recycled. And here’s the great part: Credits are earned for recycling that can be redeemed at national and local retailers.

So how can municipalities afford this program, especially in tough economic times, when the price for many recyclables are at an all-time low?

“These days, it’s expensive for a city to send garbage to a landfill, so haulers see our program as a value-add,” Ron says. “The value here is not in the revenue you generate, but not having to pay to dispose of it. That’s what’s been missed by most people when they think about recycling.”

From just five cities, Recyclebank will have expanded into 18 states by the end of the first quarter of 2009.

“We’ve had a great response,” Ron says. “We service cities, wealthy suburbs, and some of the poorest communities in America, and there’s positive responses from all of them. All people appreciate value.”

Recyclebank members can also see how many trees and how much energy they’re saving through recycling, so the direct impact of household waste can be easily seen (www.recyclebank.com).

Ron has created a company that combines his interests in social policy, environmental responsibility, and business, but he got his chops in the business world first. He cites his Israeli side as giving him an “entrepreneurial, ‘anything is possible’ spirit. But it was his mother — and his Judaism — that pushed him toward making money while doing good.

“I was raised by a single mom in Philly; she really stressed the importance of giving back in life,” Ron says. “And my Judaism has given me an appreciation for giving and the importance of community.”