Looking back over the past year is quite interesting. We have had oil (and its derived products) reach historic price levels. We have seen unprecedented awareness in schools and on main street regarding greenhouse gases and environmental issues. Finally, we have the economic events of the past few months that have cast a dark shadow of uncertainty over it all.

The average person can wrap their arms around one issue or decide between two competing objectives, but it gets more complicated when you need to choose among three competing interests.

People are increasingly looking at their pocketbook and asking themselves – “I like the idea of being environmentally friendly, but how much is it worth to me?” Of course, this is being driven by increasing economic uncertainty. Good environmental ideas from last month are still good ideas, but I would submit that we begin to see a shift toward more practical ideas from consumer attitudes and behaviors.

This eco-pragmatism (evaluation of an action or purchase based on the practicality of the good or service as part of its environmental impact) can be contrasted with greenwashing  (application of an eco-friendly label or classification to a product (often inappropriately) so that it appears to be eco-friendly) that you have undoubtedly been subjected to as you walk down the aisle at your favorite store.

In the coming year, I think we will see a more products that offer a positive economic impact while improving an environmental concern. Costly items like solar panels and wind turbines will still have their buyers, but clean-tech pellet and wood boilers will share the spotlight. While the latter does not provide the air quality improvement of the first two, it is a significant improvement over a conventional fossil fuel.