by Nancy Hreha

Created on: May 15, 2008

While some see "green" reflected in the dollars to be made selling "new and improved" green products to a "movement", others are pleasantly surprised at the realization that they have been quiet participants in what has suddenly become "all the rage". Though environmental consciousness has become a personal lifestyle choice for many and a professional pursuit for some, collectively we now stand at the doorstep of extending those personal choices to our nine to five and beyond with new found acceptance. As "greenies" come out of the proverbial closet, a union of a green personal and professional environmental ethics can actualize a composite set of practices solidifying the process of adaptation from fad.

There was a time when the lament of those who embraced our connectedness to the planet resonated in the words of a favorite frog, "It ain't easy being green". What a relief to no longer have to deal with the dismissive "tree hugger, greenie" comments, hippie peace signs or eye rolls when innocently asking "Do you separate glass and plastic?". The union of a green personal and professional environment is beginning to take hold.

Our collective environmental consciousness has been raised, and it IS socially acceptable to be green,to practice green,to think green. In fact it is COOL!

The slippery slope of this social awakening is that if GREEN is only cool because of the social climate and economic pressures driving us to seek alternatives to our previous lifestyle choices, "Greening" runs the risk of becoming just another fad; a saturated concept that burns itself out in a few years. Then we will loose more than a great buzz word, a visually slick campaign or a catchy logo... much more. We simply can't afford to create another "Flower Power", "Generation X" types of marketing employing buzz words that burns themselves out from overuse or stagnation.

As advertisers, marketers and media leaders, we drive and shape the thinking of the planet. Our responsibility, indeed our challenge is weighty... To create "sustainability" for the "brand" (life as we know it) while our "Target", KENT or consumer (M/F, all socioeconomic levels, all educational level, age 0 to 100) come to grips with the realization that the "sunshine yellow" and forever blue sky "land of plenty" attitudes of our past must blend together to create a true, substantial GREEN LIFESTYLE.

The opportunity to facilitate global awareness,empower positive change,and enhance the "shades of green" that are part of

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