At its most fundamental level, the concept of “going green” refers to a gradual process of reducing one’s environmental footprint. For both producers and consumers, this includes leaning toward products and processes considered sustainable and renewable. Examples include incorporating solar and wind power; opting for energy-efficient appliances and fixtures; and commercial processes, such as sustainable forestry, which replace resources after harvesting them. Some of these processes are easily reproducible at the consumer level, as well: crop rotation, for instance, can be done by home gardeners and commercial farmers alike.

To be sure, the process can sometimes involve greater up-front expenditures. But in the long run, the application of principles like waste reduction and reusability can mean lower costs — not only for companies and individuals, but for the planet itself. Adopting green principles may also have more impact on the bottom line than one might think. Consumers are actively seeking green initiatives from companies. Consider, for instance, this excerpt from the Consumer Trends in Sustainability report, recently released by full-service solar provider Solar City:

“The latest data on consumer trends is clear: 55% of consumers are actively seeking green products and services. Given a choice between a green product or service and a non-green product of similar quality and price, consumers choose green by a large margin. The next generation is even more pro-green in their consumption patterns.”

The report goes on to note that green market segments are growing much faster than their conventional counterparts, and that consumers are willing to reward companies that deliver sustainability.

It’s important to add that being “green” isn’t a binary concept in which you either are or you aren’t; even small measures can make a difference. There are several easy and realistic steps anyone can take to start down that path. Check out our video for a few ideas.