A tree hugger at heart, I have embraced sustainability throughout my 40 years in the real estate industry. "Green" used to just be synonymous with money, but today the term is more frequently used to describe the environmental stewardship movement. Unfortunately, however, the terms "environmentalism" and "sustainability" are often pejoratively associated with dogmatic zealots and a fleeting fad. Several studies reveal the power of this negative connotation. ...

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