The “trend” green is dissipating and will go away soon. The more significant green will remain and flourish.

Right now, green is the color of friends, money, and conspicuous conservation. For several interrelated and comprehensive reasons, people en masse out there are taking to the idea of green. But the green magazine covers are already subsiding. The green tips columns have already begun to lose their attractive sheen. Today, Barry Bonds is the news, but his controversial steroid-fueled run for the home run crown has at its roots the essence of green. Which is integrity.

The wild run on ethics over the last 10 years in the corporate world, working in convergence with the ill effects of globalization, over consumption and terrorism, have fueled the seeds of conscious consumerism. And while these seeds have spawned a movement with a green glow, the media is far ahead of actual consumer behavior out there. Actual green behavior in the marketplace has barely begun, but its potential is limitless. Only when economies of scale provide us with affordable, good looking, affordable, high performance, affordable, great tasting, affordable, stylish, and affordable, goods and services that are environmentally or socially aware, will this movement stick on any scale.

Nonetheless, Americans in every demographic and psychographic segment—conscious consumers–want more accountability and integrity in their lives. And they have shown that they will manifest this desire more in the market than at the polls. They are seeking to regain control of their out-of-balance lives in the market because that is the one place they feel like they have true control.

So while the swell of the green halo is eclipsing, the roots of green will remain deeply seeded. The green newspaper stories and ads will diminish, but the need and desire for significant change will remain: our landfills aren’t getting any larger; our carbon emissions aren’t getting any smaller; our soil, air and water aren’t getting any cleaner; our natural resources aren’t renewing; our communities aren’t getting any stronger; our families aren’t feeling any safer or healthier; and our global community isn’t getting any more secure.

The companies and leaders that understand this and take steps to address these issues in the context of their business models, or within new business models, will win in the marketplace because that is what we are all seeking, and those are the companies and brands that we will support.

The new green will be simply social and environmental responsibility with accountability, and it will manifest itself in many different actions, words, and phrases. These are the stories that need to be told. The progressive, visionary companies that see this need and opportunity, and step up to deliver on it, will lead us into a brighter future.