It's Easier Being Green
Both the New York Times and the Chicago Tribune's Red Eye edition recently had articles on the growing popularity of environmentally conscious lifestyles. On Sunday, The New York Times published an article about manhattan's green apartment buildings and Monday's Red Eye piece covered a broader selection of social trends towards environmentalist consumerism
While they do discuss the 'fad' potential, one thing they don't discuss are the demographics of interest in these things. My speculation would be that there's a bias towards childless members of the upper middle class.