The lights are beaming bright and attracting to the consumers’ eyes. The loud music and the manikins strategically dressed with the newest items delivered to the store gravitates your attention even more. On the windows, a big display of a sale blowout is enough needed to magnetize young women to come in and spend their last pay check on the trendiest attire for the fall. The blissful sign of the store, Forever 21, suggests to all women that not only do we all wish we stayed that age forever, but that this is the haven for the trendiest clothes for a bargain price.
After being sucked into the euphoria of this palatial house of trends, one fad has definitely arrived to the racks, “Going Green”. Basic T-shirts wear the logo of the recycle sign and plush, bold words indicating to “go green.” When fashion begins to mimic the actions of people, especially celebrities, one thing becomes certain, green is the new black.
Between the beauty industry and fashion industry, it appears that green is becoming very popular with its consumers. Eco fashion is becoming more prominent and beauty products that are all natural or environmentally friendly continue to be popular among all demographics. Forever 21 has become one of the many chain stores that have successfully seen the results of this new trend.
In the store, Nancy Rodriguez has piled together many of the green logo shirts including a green bag that reads “a greener life is a better life.” Clearly, she is one of the many young women who have been influenced by this movement. “I have always been into all natural beauty products and being conscious about the environment,” admitted the 22-year-old student. “Now I can wear a shirt that lets everyone know that it’s cool to recycle, and I love that.”
It seems that everyone has jumped on the bandwagon that's heading towards a greener lifestyle. Popular actors in Hollywood have recently been preaching "Going Green" to spread the message about helping clean up the environment and the importance of doing your part. Ever since Al Gore spoke An Inconvenient Truth, and received loud public support from Leonardo DiCaprio and the rest of the Hollywood crew, Green is now in. Companies are now taking notice and quickly aligning themselves with environmental causes. To demonstrate the power and influence of green, Wal-mart vowed to boost energy efficiency and cut down on waste and reduce greenhouse gases. Even small businesses are seizing the opportunity to help consumers make environmentally-friendly choices. Digitech, a distributor of technology supplies, offers renewable printer toner cartridges to anyone who owns a printer. Reusing printer cartridges saves them from being dumped in landfills where they are left to decompose. They also took their green service one step further by delivering all their printer cartridges to customers via the new Toyota Prius hybrid vehicle.
The people of the United States have finally realized that living green is not only profitable for the businesses, but a bold personal statement about a chosen lifestyle. Becoming eco-friendly has been an underground secret that has been known by those who were passionately involved and aware. Now thanks to the influx of celebrities choosing to be more aware of global warming, their fans are now becoming curios about this cause.
Heading that list is Leonardo DiCaprio with his commitment to not only preaching an environmentalist lifestyle, but actually living it. DiCaprio's home is solar powered, and he drives around Hollywood in a Toyota Prius, a hybrid car that boasts 55 mpg and emits 89 percent fewer harmful gases than gasoline-powered car. However, to get the message out about living green, DiCaprio co-wrote and co-produced the film The 11th Hour. He has his very own environmental Web site, www.leonardodicaprio.org and the Leonardo DiCaprio Foundation, which he has established to inform the effects of global warming. He told Hybridcars.com in an interview, "We have the technology to make every car produced in America today just as clean, cheap and efficient.”
Much like Leonardo DiCaprio, Sheryl Crow's name has also become synonymous with green efforts as well. Earlier this year, the soulful singer circled the country on a bio-diesel bus, powered with vegetable oil, for her "Stop Global Warming College Tour." She visited university campuses nationwide to inform students of global warming dangers, but more than simply an advocate for the environmental cause, Crow recognizes her own personal role in pollution prevention and energy conservation. "I try to wash my clothes in cold water as much as I can," Crow said in an interview with People magazine. "I turn off lights in rooms that I'm not using. I drive a hybrid. I'm getting solar panels for my house."
Other important and more relatable celebrities that have role modeled this lifestyle are Cameron Diaz and Brad Pitt. Diaz drives around in a hybrid car, and even went as far to drive a simple, ineloquent hybrid to the 2008 Oscar Awards rather than a lavish stretch limo. Brad Pitt has helped the environmental group, Global Green, to rebuild in New Orleans more "green-style" homes. Celebrities might not solve the issues of global warming and other environmental concerns, but if Cameron Diaz has the power to get people to pay attention and start talking about this issue then it's a step in the right direction.
As Nancy is ready to buy the majority of shirts that display the green movement across the chest, she impulsively buys one more item. The simple, green bag that has been circulated and seen on the arms of celebrities in Hollywood, which proceeds are donated to a global awareness foundation is advertised at the cashier. She without a second thought adds the little bag to her total. “Sometimes it takes a celebrity in Hollywood to bring awareness to the important issues of what's going on in the world,” she said as she walks out the store with a smile showing she is proud of herself for contributing to the cause.
Whether businesses and celebrities are jumping on the green wagon because it is trendy or a core belief, it can only help to make us all more aware and curious of the world we live in. It will be interesting to see how green influences buying behavior over the upcoming years. It’s true, “Going Green” can be expensive, and maybe that is why only those that can afford that expense are the ones that are marching on in this movement. For now, though, ones that support but cannot exactly afford, can wear shirts that pursue this new green revolution that will not be just a trend, but a permanent lifestyle.