• by Michael D'Antonio , John Gerzema , December 1, 2010

A new kind of green is sweeping the country. Today's "greens" are not back-to-nature extremists with composting toilets. Instead, they are Americans of every stripe who find tangible benefits out of doing good. They are also businesspeople whose products and services generate more sales, and profit -- another kind of green -- because they can be branded eco-friendly.

We discovered these new environmentalists as we criss-crossed America seeking stories for our book, which offers analyses and stories of the post-recession consumer economy. Our journey was propelled by a huge volume of data from quarterly surveys from Young & Rubicam's BrandAsset Valuator. These numbers pointed to sweeping change in attitudes led by the most serious spend shifters, who can be found in every region, political group, age cohort and income bracket.

In Fallbrook, Calif., we met Steve Northam, who came by his green lifestyle after a decades-long military career. "We cannot depend on the yahoos in some other country -- I don't care who they are -- for our energy future," he explained. But as much as he wanted to strike a patriotic blow for energy independence, Northam didn't act until his electric bill approached $400 a month and a company called SunRun, made the switch to solar affordable.

Instead of charging upfront equipment, SunRun leases solar energy systems to homeowners who pay a guaranteed flat rate. This payment, which is less than their current bill, assures a steady supply of electricity free from the inevitable rate hikes. When he generates more power than he uses, Northam sells power back to the local utility. New landscaping helped Northam reduce his water bill, and a new pool heater cut his energy usage. All of these moves profited Northam as well as the vendors who deal in frugality, a fact that is not lost on SunRun founder Lynn Jurich.

Jurich created SunRun by raising millions from bankers who saw potential in the thousands of customers paying monthly utility bills. Reductions in carbon emissions and America's dependence on foreign oil are pleasant side effects. The result has been a transformation in the two communities. "We're seeing environmentalists getting behind something business is doing," explains Jurich. "At the same time, the titans in finance are less angry at the environmentalists."

Surprisingly, the most promising green phenomenon we discovered involved an old practice -- municipal recycling -- done with a twist. In Everett, Mass., a retired school teacher coordinates a program that has more than doubled recycling while generating profit for the town. The key was a technology that allows crews to weigh, and record every household's contributions, which are then converted to coupons for goods and services at local businesses.

A profit-making company called RecycleBank offers the technology, which increases recycling, cuts the stream of waste going into landfills, and delivers revenues to taxpayers. Local businesses accept the coupons, which bring them new customers. Ron Gonen, founder of RecycleBank, sees a win-win-win situation for capitalists, communities, and the environment. While not exactly confirmation that "greed is good" his idea shows that blending two kinds of green may be the answer to a host of widespread concerns about our money, our lives, and our planet.