2010: a few decades into the Green Dream. Sometime in the latter half of the twentieth century, upwardly mobile, socially conscious, academi­cally educated professionals—those who could afford to—began to drive the commercialization of products and services that were healthier, less cruel, and more conserving of natural and cultural resources. The intent behind this movement was, and is, well-meaning. It grew out of an increased awareness of the destruction wrought by global consumerism and has sought to change that; in the words of the movement itself, to “make the world a better place through conscious consumption.” People set out to reverse the course of destruction wrought by consumerism, through a different type of consumerism.