The key is education...

Education is key to motivating mainstream consumers to make sustainable choices. Not everyone is interested in energy efficiency, not everyone cares about our planet (unfortunately), and not everyone can see that in the long run the cost of "going green" pays you back in so many ways. In the remodel business, the trick is to have and provide customers with simple information that will not overwhelm them. Many of them don't even know there are choices out there. I know in this economy low-cost is the biggest seller, but what people don't understand is the future savings. Windows for example: It's going to cost a small amount more to install energy efficient windows in the beginning, but with wonderful programs like Energy Trust of Oregon, and Federal Tax credits, you actually get back more than what you would save by installing a "cheaper" window. Many manufacturers at this point are offering their own rebates too. The important savings really come after the checks are signed, and the rebates come back to you. Its the energy savings in your home. With proper installation you will see a decrease in your monthly bill almost immediately. Who could ask for anything more....green for you AND green for the environment!
Check out http://www.energystrust.org/ for details on their incentive programs.