The development industry, it can be argued, acts as the single most influential force guiding the way in which we as human beings inhabit this planet. The environmental values of those that build — be it commercial buildings, homes, or entire communities — are translated directly into the environmental impact of the resulting structures that we live and work in. That impact has largely been a devastating one—but times, they are achangin’. While development is and always will be a driving force, it is universally tethered to another force: the powerful and evolving desires of the consumer. And consumers, it seems, have got some environmental values of their own.

The practice of development is changing with the times, as evidenced by new products, new practices, and new alliances. The US Green Building Council boasts nearly 6,000 members and growing, and their LEED rating system establishes clear benchmarks for high-performance green buildings. Across the continent, architects, engineers, contractors, and planners innovate and collaborate to push themselves to the forefront of a movement based on green concepts and sustainable designs. Building product manufacturers have stepped up, too: we find non-toxic paints, responsibly harvested lumber, and recycled surfacing materials to be available as affordable options. Make no mistake: the revolution is here. And while the proof is found within the development industry, the fact is that it is the consumer that brought us here—and the consumer that will drive us forward.

Regardless of whether you rent, own, or are planning to build, your home is something that you continually maintain and invest in. The way in which you invest is key, and the opportunities are endless. No longer is the concept of being environmentally friendly synonymous with sacrifice. In fact, it is quite the opposite: many of the options available to those wishing to integrate sustainable features into a newly designed or existing home are cooler, smarter, and more fun than anything we’ve seen before. They can save us money, keep us healthy, spark interesting conversations, beautifully accent a room, and all-in-all make us feel good. And that’s the way it should be! A sustainability movement based on personal sacrifice — saving the Earth at your own expense — is in and of itself not sustainable.

As the times change, each of our individual actions have multiple effects on the world around us. One effect is on the development industry itself. Every dollar you spend on your home sends the industry a message. Something as simple as buying an energy saving light bulb or specifying non-toxic caulk for a remodeling project drives the profits of those working toward change up and the profits of those working against it down. The industry listens because it’s an industry — it’s there to make money. If you specify that they won’t make your money unless they respect the environment, the message is clear.

Another effect is on your fellow consumers. People want the new and better things that other people have — the grass is always greener. By integrating these new, innovative, and exciting products and designs into your home, you are showcasing them for all to see — and for all to want for themselves.

Finally, and most importantly, we affect the environment. We have rung up an ecological debt of massive proportions, and it’s time to start paying it back. As Henry David Thoreau so wisely stated: “What is the use of a house if you haven’t got a tolerable planet to put it on?”

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Shannon Murphy lives in Santa Fe, New Mexico and works for Regenesis Group, a firm of consultants to regenerative developments, and Earth’s Birthday Project, a non-profit organization committed to educating children about the Earth.