Home cleaning products company Method has announced new packaging made from recycled plastic. So what? Well the plastic comes from the ocean, not only saving resources but protecting wildlife and the ocean ecosystem to boot. That's cool.
Waste company Veolia processes road sweepings to recover precious metals like platinum, palladium and rhodium - mining the urban environment rather than the earth's core. That's pretty cool too.
A project at my old group CLEMANCE found that it was technically possible to recover iron oxide pollution from streams and convert it into rewritable CDs and DVDs. How cool would that be?
And another CLEMANCE project led to 300,000 tomato plants growing under glass using waste heat and carbon dioxide from a chemical plant to accelerate growth. I think that's pretty damn cool.
The solar hot water panel on my roof pre-heats the water going into my combo-boiler so we get low carbon hot water without losing the on-demand convenience. Again, cool.
If I cycle rather than taking the car then I get my exercise as well as transport. If I work from home, I get to see my young family grow up and avoid the nightmare of commuting. If I use local services, I see much more of my friends and neighbours. All of this is very cool.
Smart grid technology creates the possibility of opening up the energy production and storage system to everybody buying and selling to the grid and breaking the economic and political grip of Big Oil. To me, my friend, that would be very cool indeed.
Green is cool.
So why do we persist in presenting it as hairshirt, pious asceticism - and wonder why people won't embrace it?
Let's chill out, man. Be cool.