Now that "green" is in, taking an environmental stance seems easy. In the post-Gore crush of organizations jumping on the "green" bandwagon, Canadians should not neglect the thousands of individuals -- alone and in groups -- who dedicated years, decades and lifetimes to raising their voices to protect the environment while society was in a more destructive mode.

When "green" was just another term for money, being pro-environment could make you unpopular. Criticize industries and corporations for polluting and you may have been considered anti-jobs. Complaints about off-gases from building materials and concerns about environmental damage caused by harvesting lumber were swept aside by traditions in construction and architecture. Consumers played follow the leader and generally were not receptive to developers who tried to introduce new ideas.

The current shift to "green" is driven both by concern for the environment and by profit. The corporate and entrepreneurial worlds have embraced this marketing opportunity and "labeled green" products and services are popping up everywhere -- sometimes with less net environmental benefit than advertising campaigns would have us believe.

As we search for improvements in the way we approach everything from laundry, lighting and lawns to fabrics and building materials, let's take time to support the individuals and their non-profit organizations that have long supported our environment. Search out a group that concentrates on a cause you believe in or a place you want preserved and say 'thank you.' The best sign of appreciation is to pitch in since battles are still raging.

Ontario-based Earthroots, a twenty-one-year-old non-profit involved in grassroots activism and advocacy directed at preserving Canadian wilderness, wildlife and watersheds, is sustained by its 12,000 supporters across Canada. Among Earthroots' successful initiatives and victories are continued protection for 44 per cent of the ancient red and white pine forests of the Temagami region, and for several million hectares of environmentally-sensitive Ontario land. Public education through the Wolves Ontario project launched in 2000 has led to hunting bans in Algonquin Park and restrictions on hunting across the province. Earthroots continues to battle logging in Algonquin Park if you are looking for a cause.

Environmental groups like Earthroots also work hard to educate the public. Among Earthroots' activities is the Changing of the Seasons Ceremony in Temagami, hosted by an Ojibway elder to mark the fall equinox. In 2006, almost 100 people gathered for a weekend of wilderness camping to experience the old-growth forest first hand. Add your name to the Wilderness Defenders email list at www.earthroots.org if you'd like an invitation. Backcountry experience is not essential.

Beyond "Green"

Be prepared for fallout when the full impact of this new "green" wave strikes real estate head on.

Research new options and weigh the costs of conversion before you champion a new "green" strategy. Believe that everything labeled "green" is automatically good and you may be stuck with unnecessary costs. Unless repercussions of caring for our environment and wanting to minimize pollution are anticipated, property owners and tenants may be hit with surprises:

• Just as urea formaldehyde insulation (uffi) and aluminum wiring were once approved for use by the government, but are now targeted as liabilities by insurance companies, there will be innovations which may eventually affect insurability. The Internet offers great opportunities to investigate the global track record of products and approaches before you commit.

• Will non-green houses and condominium complexes incur mortgage or insurance penalties just as properties with knob-and-tube wiring or lead plumbing do today?

• Since interior air quality can be worse that exterior, health insurance companies could conceivably factor this into their evaluation of claims for respiratory illness or other conditions where long term exposure could be a significant factor.

• The terms "green" and "organic" are not as rigidly controlled as Canadians would like to believe. Nor does either label automatically indicate superior design or functionality. During this trial-and-error period, purchases of big-ticket items like heating systems should be approached with caution and careful investigation. Do you remember property owners who switched to "cheap" electric heating with government assurances only to tear out their hair and their electric furnaces when hydro costs went through the roof?

• Higher prices for new housing and for renovations may be the result of increasingly stringent government regulations. Although "green" solutions should not significantly increase costs, some how consumer costs do keep going up.

Can you think of another example of government assurance leading to consumer regrets and expense? Many communities are living with something or without something that seemed like a good idea at the time.

Embrace the environmental movement, but learn from those unsung heros from all walks of life who have watched waves of concern come and go. Many of the most successful environmentally-friendly solutions and choices are the simplest. Work with the environmental pioneers in your community to ensure this "green" wave is not a passing fad, but the beginning of a new way of thinking and living.

Published: June 12, 2007

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Strategist and Futurist is The Catalyst -- intent on "Helping The Best Get Better." An internationally-recognized "new retirement" authority, PJ's research, writing and speaking programs focus on decisions Baby Boomers face to achieve a successful future. Author of 6 books, PJ knows that, since home is headquarters for the "new retirement," professionals and consumers need relevant knowledge and insights, along with solid decision-making skills, to protect and enhance this private oasis. As The Catalyst, PJ provides strategic communication, client appreciation and advanced education services to the financial, tourism, lifestyle and service sectors -- and the clients they serve. A frequently quoted financial and business commentator, PJ is a thought-provoking strategic speaker who offers practical, real-life suggestions on leaving "the box" behind and embracing Forward Thinking -- a talent she regularly demonstrates in this column. For more, visit TheCatalyst.com.