What it means. The green movement has been around long enough for factions to form within it, including what’s been called “bright green.” The term was coined by writer/activist Alex Steffen, who defines bright green as the belief that sustainable innovation is the surest path to lasting prosperity. With its embrace of technology and entrepreneurialism, bright-green environmentalism turns the stereotype of the granola-munching, tree-hugging hippie on its head. Proponents aren’t looking to turn on, tune in, and drop out but rather to use bold innovation and free-market design to create a thriving society with the smallest possible carbon footprint. Bright green is a reaction to other factions within the green movement.

Followers of light green view sustainability as an individual, lifestyle-based effort. By eating locally produced food, keeping a compost bin, and choosing mass transportation over cars, for example, light greens believe they’re setting a positive example that will ultimately be embraced by the wider public—it’s saving the planet one recycled bottle at a time.

Dark greens advocate a more radical break with consumerism, for instance through the creation of so-called transition towns, where residents value self-reliance over profligate energy use.

While bright greens don’t disagree with the overall mission of their fellow greenies, they see them as too marginal. As Steffen writes, “Any vision of sustainability that does not offer prosperity and well-being will not succeed.” With its emphasis on innovation, bright-green environmentalism looks to protect the planet and improve global standards of living.

Why the buzz? Steffen coined bright green in 2003, but 2009 could be its breakout year, thanks in large part to the new administration in Washington, D.C. From the campaign trail to his inaugural speech to last week’s address to the joint congress, President Barack Obama has consistently brought the conversation back to sustainability and energy efficiency. “No recent president made energy and the environment such a centerpiece of his inaugural speech, not even Jimmy Carter, who burned much of his political capital, not to say cardigans, struggling to rejig America’s energy habits,” wrote Keith Johnson, eco-blogger for The Wall Street Journal, in January.

The president included $11 billion in his budget for the creation of a 3,000-mile smart grid with state-of-the-art transmission lines and has shown a commitment to solar, biomass, geothermal, and wind technologies.

Such initiatives are designed not only to help the planet but also to stimulate the economy by creating jobs and saving you money—a key tenet of the bright-green movement. To quote Steffen: “Bright-green environmentalism is a call to use innovation, design, urban revitalization, and entrepreneurial zeal to transform the systems that support our lives.”—Daniel DiClerico

Essential information: Read how environmental groups have reacted to the stimulus bill.