This paper analyzes socially responsible behaviour in business, its importance in Croatian business and how it compares to the wider European market in this regard. Analysis started with the development of the concept of socially responsible behaviour in business. After that the paper defined socially responsible behaviour in business which encompassed: responsibility to employees, responsibility to consumers regarding production transparency and high quality, environmental responsibility, resource and energy sustainability and responsibility to the state, its laws and sovereignty. Furthermore, the paper recognized the importance of socially responsible behaviour in business as a building block of trust in a society, trust without which the system would not function properly. Before analyzing the responsible companies, the paper analyzed irresponsible ones by presenting three main examples: Financial crisis of 2008, Croatian privatisation programme during the 1990’s and banana republics in Central America. The paper then went through business practices of some socially responsible Croatian companies: AD Plastik, Auto Hrvatska, Dvokut-Ecro, Dukat, Hrvatski Telekom, INA, Vetropack Straža tvornica stakla, Podravka, HEP i Coca-Cola HBC Hrvatska. European businesses whose business practices were observed in the paper include: Rolex, L’Oreal, Adidas Grupa, Danone, Bosch, BMW Grupa, IKEA, Hugo Boss, H&M i LEGO. The paper concluded that success and responsibility don’t contradict each other, instead, they complement one another.