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If it can be profitable to be green, that's just smart business.

We always hear from newspapers that while people understand the environmental challenge, they are unwilling to stomach the solutions. The trouble is, we only ever hear about the solutions from the media, and for whatever reason, they are almost always caricatured beyond recognition. If there's no appetite for green, it's not surprising.

There is a new wave of environmental consumers I like to call Pocketbook Environmentalists. They're going green primarily because it makes good financial sense, but the fact that it benefits their families' health and the environment also makes them feel good.

Many people still believe that 'green' solutions are too expensive, but they are actually much cheaper when all of the costs to public health, social services, and waste handling are factored into the same equation.

Green issues have been used as a marketing tool. Sometimes these green claims are completely meaningless.

I'm a strong proponent of green tech for anyone who can afford it, having spent the last 40 years working toward achieving a smaller and smaller eco-impact for myself.

Green-tech could be the largest economic opportunity of the 21st Century.

The true - the true economy has got to come back into balance with the very biosphere that sustains us. And I think a lot of people just see the green economy as a different way of allowing the corporate agenda to continue to flourish.

Even leaving aside government policy, whole industries are already making expensive changes around the perceived need to 'go green.' Al Gore and countless other prophets of global catastrophe are making megamillions pushing these expensive solutions. Schoolchildren around the globe are being frightened by tales of impending calamity.

Green technologies - going green - is bigger than the Internet. It could be the biggest economic opportunity of the 21st century.