I know, I've said it before, but ugh. The hipster glasses, the use of the phrase "totally cool, fun and sexy" when it comes to environmental concerns, the interviewing of Martha Stewart - it all makes me want to upchuck.
I'm with the fearmongering Rovians here, something I'd never imagine I'd say, but I'm not sure how much more grave the situation must get before the "self-interested" realize that they are destroying their own human habitat when they refuse to learn how to live using appropriate resources in appropriate measure.
Dorfman talks about semantics - how telling the unmoved masses how much more fun life will be if they go green is better than talking dire forecasts of shortage and destruction.
Sorry, but the aw-shucks, anti-science, booze cruisers have had their turn. We need to use the language of science - carbon counting, food miles, bio-regions - in an effort to explain to people their role in the problem. It's boring and yes, there's math involved. And there's no vacant-eyed Swedish blond giving you a handjob while it's happening. But this rebranding of sustainability/green living/environmental awareness/ is just more marketing to make new companies a buck before the ride stops.