Everywhere we turn these days, people are talking green this, green that. All the major design and architectural conventions this year have green as the theme. Yet already for a few years now, this trend was accompanied by talk of green as vapid marketing hype, all surface, no sustainable substance, perhaps illustrated by TV catching on. Green sells.

Now we're heading towards zero. No Impact Man has made a significant impact. Our firm is talking about carbon-neutral, living buildings and design, being green is not enough. Seth Godin sums it up: zero is the new black.