THE ISSUE
In the recent decade, environmental degradation has become a significant issue for the American culture. Despite questioning amongst opponents and proponents of environmentalism, the effects humans have on their surroundings are certainly noticeable. Temperature averages are getting higher; air pollution is becoming thicker; un-recyclable goods are overabundant; energy costs are inflating; clean water has become more scarce; and even consumer goods are causing detrimental health effects (just to name a few). Despite the ongoing scientific debates, the effects on the environment and, concurrently, on our lives are apparent. Many cities across the United States are finding that “going green” not only makes sense environmentally, but also makes sense economically, which has reinforced the call for sustainability.

BRIEF HISTORY
Across the U.S. specific cities have identified the multiple incentives of “going green” and have made steps to implement corresponding policies – including New York City, Chicago, Houston, Philadelphia, and Los Angeles. All five are densely populated and flourishing economic hubs of the U.S. economy. These cities, because of their vast sizes and populations, have found that many of the problems that cause environmental degradation, such as global warming and pollution, are also hurting them financially. In New York, for example, buildings constitute 79 percent of the city’s total amount of heat-trapping gases. “Retrofitted” buildings, which are building upgrades to “go green,” can reduce energy inefficiency by 20 to 50 percent. Not only is this great for the environment but it also reduces energy costs!
Additionally, individuals such as Bill Clinton and Al Gore have become recognizable proponents of similar efforts. Clinton, specifically, recently used an unexpected, yet effective, technique to establish his credibility. Teaming up with big-business giant, Wal-Mart, the two addressed city mayors across the nation encouraging them to boost the image of “green collar” business by creating the Energy Efficiency Building Retrofit Program in New York, Wednesday, May 16, 2007. The program involves energy service companies, banks and fifteen of the world's largest cities working together to reduce energy consumption in existing buildings.
Al Gore, who has maintained a similar approach, also has targeted U.S. mayors – 710 to be exact – who have all signed an agreement to reduce carbon emissions by adhering to the Kyoto Protocol principles. Also effective on the local level, industry trade organizations like the U.S. Green Building Council (USGBC) have carved niches in the environmental movement. The USGBC has helped to develop awareness about commercial real estate buildings and city infrastructure by proving how redevelopment is not only good for the environment but also for financial investment.


HERE IN WISCONSIN
Several communities, specifically Madison and Milwaukee, are recognizing their social responsibility to the environment and to local consumers. Milwaukee, in fact, was ranked 22nd on a list of the top 50 “greenest cities.” Milwaukee Mayor Tom Barrett believes there are plenty of opportunities for local businesses to reinforce the environmental move, and companies like Johnson Controls and Rockwell Automation are local leaders of such energy innovation. Barrett’s advocacy for “green collar” business seems to have spread among many metropolitan communities as well.
In another list, Madison was mentioned in a top 10 list for environmental communities, boasting a 97 percent recycling participation rate. This type of attitude is critical for the environmental future for the rest of the State of Wisconsin since it is home to the State capitol. Recently, Wisconsin Governor Jim Doyle has notably addressed many major environmental issues by further investigating how state and local governments can combat environmental degradation. As a result of the increasingly pervasive efforts by the larger communities of Milwaukee and Madison, smaller communities throughout Wisconsin are taking incremental steps by making changes specific to their local situations.


WHAT YOU CAN DO
Environmental awareness and activism is not just for specific groups of people. Sustainability involves every individual doing a part so that collective change can occur. The first step is becoming more informed on issues, just as you are doing now. Be sure to become aware of other issues and how they relate to each other. Second, research how you can become active within your community and identify which sustainability issues are priorities for your community. Third, inform others in your community about these problems so that they too can join you in the effort to “go green.” Many events which you may not know about are held in local communities to address these issues and are great centers for information. Fourth, do not stop advocating for change just in your community! Make other local communities, organizations, business, and public officials aware that they also play a significant role in sustaining Wisconsin. Lastly, boast about your city’s accomplishments, as you are making Wisconsin a better place for now and the future!