Yesterday I mentioned the upcoming LOHAS conference to a friend…and they gave me a confused look: “You mean like that actress, the one in rehab…Lindsey…” No, this isn’t about Lindsay Lohan—it’s about the fastest expanding, and most promising—consumer-driven market, ever. Next week, some of the world’s movers and shakers—Wal-Mart (yes, Wal-Mart), Whole Foods, Inc., Patagonia, Gaiam—will descend on the St. Julien Hotel & Spa in Boulder, Colorado. The sold-out event is worth paying attention to because these people are shaping the country’s interest in eco-responsibility, offering an alternative to the kind of environmental fall-out detailed in our recent interviews with Lester Brown and Bill McKibben. They’re getting the mainstream involved, hopefully without diluting the goods. Stay tuned for interviews and footage of the conference.