Be Environmental. Be Hip – Read July Issue of Newsweek.

Two magazines down – several more to go. First it was Vanity Fair. Now it’s Newsweek – hitting America's more "mainstream" audience with the environmental cause.

Below is a summary of the article – but it’s worth the full read:

by

Erin Swanson

ESwanson@enviance.com

Environmentalism waxes and wanes in importance in American politics, but it appears to be on the upswing now. Membership in the Sierra Club is up by about a third, to 800,000, in four years, and Gallup polling data show that the number of Americans who say they worry about the environment "a great deal" or "a fair amount" increased from 62 to 77 percent between 2004 and 2006. (The 2006 poll was done in March, before the attention-getting release of Al Gore's global-warming film, "An Inconvenient Truth.") Americans have come to this view by many routes, sometimes reluctantly; Carl Pope, executive director of the Sierra Club, thinks unhappiness with the Bush administration's environmental record plays a part, but many of the people NEWSWEEK spoke to for this story are Republicans. "Al Gore can't convince me, but his data can convince me," venture capitalist Ray Lane remarks ruefully. Lane is a general partner in the prominent Silicon Valley firm of Kleiner Perkins Caufield & Byers, which has pledged to invest $100 million in green technology. He arrived at his position as a "Republican environmentalist" while pondering three trends: global warming, American dependence on foreign oil and the hypermodernization of Asian societies.