After spending five years in sustainability consulting, I’ve learned to stress the simplicity of going green.  “Don’t make it too complicated.  Distill it into sound bites.  Play up the benefits.  Minimize the hurdles.  Make it seem easy.”  So goes the conventional wisdom in green marketing.  The idea behind this, of course, is to sell people on change when their natural inclination is to resist it. But even as I continue down this path, a question keeps nagging me.

When did sacrifice become a bad thing?