It is my opinion that going green and the whole green movement represents not a passing fad but a fundamental change in human thinking and evolution.
For the entire human history the desire to attain more and more of something was seen as the correct attitude to have. Also, people tended to see someone being wasteful as a sign of richness and something to aspire to because the thinking was if that person can waste then they must be rich.
I believe the opposite is now true. We are in the middle of a transition where people who waste and destroy resources will be looked down on by the general public and those who use only what they need and look to share excess with others will now be deemed as the people to aspire to be in a society.
I believe green is here to stay and those who decide to join will have a leg up on those who wait until the last possible moment.