The Green Wave sweeping the nation cannot be denied. Politicians, institutions, recording artists, mega-corporations, and citizens from Huntsville to Hollywood - everyone and everything is going green. But is this just a trend or have the seeds of sustainability, planted over several decades, begun to take root in the public consciousness?

Sustainability is here to stay because public thinking and actions have been transformed. For over a decade, consumer research has shown that consumers increasingly care about the environmental practices of the companies they support. Today, good corporate behavior is a value that actually influences which products and companies the public chooses to support. As time goes on, these expectations will continue to grow.