"Going green" is definitely a trend, but you have to distinguish between that and actually saving the environment. A rule of thumb is that if you simple consume more expensive products, you're just "going green." It goes with things like "natural foods," hybrid cars, etc. But if you actually have to change your lifestyle from a generic consumer life, then its not trendy. Examples, maintaining a roof garden, never using your car and instead a bike (UNLESS ITS A FIXIE), buying used items instead of new ones.