It's Not Easy Being Green

A trend my agency has been talking a lot about recently is the proliferation of "green" businesses and practices. The Oscars went green, homebuilders find that green houses sell for more $, hybrid cars are gaining in popularity. You can even get tax breaks from making your home energy efficient! And the cool thing is that it's not just some hippie fad, but a time-consuming, expensive endeavor that many businesses and consumers are finding worthwhile. It's definitely something to consider for any ad clients. How do we spin this? How do we use this green concept to establish goodwill among consumers? How does "going green" make people feel?