Happy talk.

Consumers who think they have found ways of making an environmental difference are happy about what they are doing or planning to do. A news story about the eco-friendly ambiance of New York City's Washington Square described it as a happy place. People are happy to be there and happy about the abundance of eco-friendly choices they can make there. While some describe today's eco-seekers as tree-huggers or flower children, we see them as trying to be good citizens and patriots, setting examples that some or many of their neighbors will follow.

* "I try to recycle as much as possible now."

* "We learned how to grow figs and tomatoes without pesticides this year."

* "I'm looking for new ways, places, and things to recycle."

* "We're trying to reduce our foot print, and to teach our kids that every little bit helps."

* "My next car will be something like a Prius."

So far, Whole Foods is the only store that's consistently mentioned in conjunction with eco-friendly choices. Given the strength of these feelings by those who are coming aboard, there is plenty of opportunity for other stores to help consumers in their search for eco-happiness.

"I'm Not A Plastic Bag" is prominently printed on a reusable yellow shopping bag made of jute and cotton that has quickly become a fashion imperative in England and the U.S. The bags with double handles are cutting edge, simple, high fashion, and carried and photographed on the arms of Gwyneth Paltrow, Madonna, and model Lily Cole. In my own condo, The Green Committee floods residents' emails and mailboxes with fliers urging green awareness and behavior:

"1. Drink tap water. It is safe and contains fluoride to prevent tooth decay.

2. Avoid the use of plastic bottles and utensils. They are made from national gas and petroleum.

3. Remember to recycle."

The messages are so frequent that they are hard to forget.

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