After watching Edward Burtynsky’s TED video lecture, I clicked around his pet project, Worldchanging and found an article about the phrase “bright green” as opposed to just green.

What is bright green? In its simplest form, bright green environmentalism is a belief that sustainable innovation is the best path to lasting prosperity, and that any vision of sustainability which does not offer prosperity and well-being will not succeed. In short, it’s the belief that for the future to be green, it must also be bright. Bright green environmentalism is a call to use innovation, design, urban revitalization and entrepreneurial zeal to transform the systems that support our lives.

This thoughtful look at intersections of the economy and ecology seems like a reasonable way to get people to commit to living a sustainable life.  Maybe someone will invent recycled toilet paper that will still be soft.  A golden opportunity for someone