Happy Earth Day, 2008, the year that talk of sustainability spreads to new heights. Everywhere we look, we see the effects - CitiBank is offering a contest to win a brand new hybrid or green kitchen makeover. Green blogs are proliferating at an unprecedented rate: Technorati has 37,869 blogs about green, 6933 blogs about environment.

Even Disney is getting into the mix with their version of green messaging.

Mickey’s new word is “Environmentality”!

All of this is positive, right? At the same time, concerns arise over the ability of the green, cultural zeitgeist to hold the momentum. Can the “First World” truly become global in our ability to spread the green? The odds are working in our favor, as even the largest players are converting their awareness to what consumers expect, and transparency is big on the list. Greenwashing is now a word to add to the vernacular. So where do we take it from here? We’ve been a little quiet here on the Root Concepts blog…we are working on some ideas around these issues, and look forward to sharing with our readers very soon. In the meantime, let us know your thoughts. How are you taking it to the next level? Whom do you admire in the landscape of the new sustainables, and whom should we encourage to examine their motives and methods?

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