Launched early this year, Green*Light magazine is now available. They are "a magazine for the ordinary person who wants to live well but also contribute to improving the state of the planet", similar to the already surprisingly wide stable of green-lifestyle magazines such as The Green Guide, Natural Home & Garden, E Magazine, OnEarth, etc.

Green*Light also make it clear that green living is a growing trend in America, which they say spends "more than $227 billion annually on earth-friendly goods and services... [and] invested $2.13 trillion in socially responsible investments in 2003." They further claim that "a third of all Americans" are trying to live greener lives, which sounds high, but the authors of The Cultural Creatives claim that their eponymous subculture is a quarter of the US population. Either way, that's a sleeping giant of a demographic (as big or bigger than the radical right-wing subculture which is currently running the country). All it lacks, as the authors say, is a realization that it is a single subculture and could exert enormous social, economic, and political power.