It could be that for the first time in decades, the American consumer may save the American worker. American solar companies and others should capitalize on "Made in the U.S.A." to help set them apart from foreign competitors on the basis of sustainability.

Campaigns that make profit through change need to work on five levels.

Familiarity may breed contempt in many situations but, with green products, unfamiliarity is what often breeds contempt.

Sustainability requires engineering an effect, not just aiding a cause.

The lesson here for both charities and marketers is that engaging a contemporary donor/consumer marketplace requires innovation, risk-taking, creativity, and new media. If the balance is right on both sides, charitable partners can be significant brand-builders for companies, and vice-versa.

The economic message will carry EV's to the broader market. As the grid goes green, it won't be necessary, or effective, to tout the environmental benefits of the EV. Ultimately, all most people care about is their pocketbook.

It's still early days in the evolution of sustainability communications. The strategies and tactics will continue to evolve and likely new leaders will emerge. One thing is certain: those who stick to tried-and-true green marketing approaches will fall further and further behind.

I know Subway still keeps you busy traveling 200 days a year but if you have some spare time, it would be great if you could help the environment, too.

If charities hope to ride the tide of the modern media era, they will certainly have to become less defensive. For those that do, potentially huge opportunity awaits given the public's currently unquenchable desire to do good in a world that desperately needs it.

With a few more years of research, schools may come to find that it pays to be green, and I believe we'll see sustainability become a universal marketing pitch to students across the nation.