I think one challenge is making Environmental cost effective. Money talks. If the true cost of pollution becomes more apparent and the true economy of conserving and using “green” is recognized, then being environmental will become “mainstream”. In general, to get people to act on a community wide basis takes two elements: the carrot and the stick. Money can be the carrot. Another challenge is to wield the stick without becoming the “Green Police”, as famously portrayed in that commercial for Audi where a man is busted for using an incandescent bulb.