selling environmentalism to Americans

Trying to convince your fellow Americans of the necessity of environmentally-conscious action? Speak to their pocketbooks.

So, big news: Americans are shallow, misinformed, self-interested, and unsophisticated. But they're our neighbors, our colleagues, and our relatives. And they're likely your clients, customers, or constituents. If you want to move them toward greener behavior and actions, you'll need to deal -- carefully and creatively -- with all of these sobering realities.

-- Joel Makower, WITTs, YOYOs, and Why Americans Don't Go Green