I am in the windy city for a terrific 3 day conference on green business. The luminaries of the industry are here – Michael Crooke – ex CEO of Patagonia, Jeffrey Hollender of 7th Gen, Ray Anderson the king of cradle to cradle with is innovative carpet business and many more. Also good talks from the folks at LOHAS, giving us a sense of the fast growth of the sustainable business sector. Joel Makower, a prolific green blogger and author gave a thought provoking presentation on the business of green business. The data he presented is indeed the data that has not budged a whole lot in 15+ years – US consumers are aware of organic and sustainable but the percentage of consumers who actually change their behaviour is still extraordinarily low. This was somewhat of a buzz kill after a rah rah day but there you have it. The very next day on the front page of USA Today was a piece supporting that thesis with the headline: “Doing right thing isn’t easy, even for those who want to: Green living takes roots but habits die hard”.