This study explores the role of London’s environmentally conscious development actors within the construction and development industry. Through the use of interviews and questionnaires, this research seeks to investigate the extent to which environmentally conscious development actors experience conflict between individual ideology and corporate gain, how these competing aims are reconciled, and the impact of their coexistence on the construction and development industry in real development outcomes. With the impact of individual and collective action on environmental vulnerabilities becoming a critical concern, intervention at the national level and also at the micro-level, within everyday society is required. Existing literature on topic has typically investigated the impact of environmental degradation and the motivations and behaviours of environmentally conscious individuals, however there has been very limited research into the impact and changes that individuals can make within an organisation in order to address environmental concerns. Despite competing motivations to protect and enhance the environment against primarily monetary considerations, the environmentally conscious development actors associated with this study have demonstrated an ability to employ mechanisms within their professional practice in order to guide and encourage pro-environmental behaviours in light of challenges faced. Consequently, these individuals have been able to adapt and encourage change within the organisations that they work, resulting in significant environmental benefits in real development outcomes.