We are social creatures and in such we often behave and follow the trends and customs of those around us. I would like to think that each of us would do what is right all on our own and for no other reason than it is what is best for the community, the future and our kids, but that just isn't so.

In my company we are trying to make concerted efforts to create communities which embody sustainability with hopes that the trend and culture will be both contemporary and sustainable. Most "sustainable communities" are all about tree hugging and more idealistic motivations, but we strive to create a new culture where being green is pragmatic and the norm.

How much critical mass of people understanding the long term environmental and financial benefits does it take though. How many people must adapt before it becomes the norm. I think every little efforts helps, but it may never happen. People are resistant to change and even with communal pressure there will always be those who dig in and resist going green.

I agree that this is an uphill battle to educate and motivate large sectors of the public to adopt new ideas and methods, but that doesn't mean that we should stop pushing. I don't think you are saying we should stop, but your statements do present a pessimistic or fatalistic point of view. I think that there will always be those who resist change, but if I don't speak out and educate, those open to new ideas may never hear them.