Consumers are inundated with Green messages, and business owners want to capitalize on rising ecological sensitivity. But what exactly does going Green mean? Where are the opportunities? What are the risks? To address these and other questions, the GREEN MARKET will draw upon the experience of industry insiders, business owners, and marketing consultants. Articles will provide practical advice to help small business owners evaluate the costs and benefits associated with Green marketing. In business, there is no sustainability without profitability, and in todays competitive market place, the challenges associated with communicating a Green message can represent the difference between success and failure. However, with the right marketing, environmentally conscious business practices can make good economic sense.