Celebrity endorsement has also been important to the growth of the green movement. Stars such as Johnny Depp and Rachel McAdams have remodeled their homes to lessen their carbon footprint, whilst recent editions of green pre-Oscar parties, such as those hosted by The Global Green USA , have been attended by the likes of Penelope Cruz, Leonardo DiCaprio and Orlando Bloom.

The environment has also spurred innovation, leading to the creation of companies such as LivClean, which sells carbon offsets and which, through the LivClean Mastercard, allows users to earn carbon offsets the way any frequent flyer card allows travellers to accumulate mileage points.

Eco-capitalism is setting a new (and much welcomed) standard. It is creating jobs and paving the way for an alternative lifestyle which, with the growing angst of the financial crisis caused by capitalism, is becoming evermore favoured by the masses. Ultimately, it will be up to you as a consumer to ensure that eco-capitalism will not become a mere slick marketing term.