It first came onto my radar today at Beyond Sustainable Gardening. Today is Blog Action Day, the day when "bloggers around the web will unite to put a single important issue on everyone's mind." Namely, environmental issues.
Almost 16,000 bloggers agreed to blog something today about environmental awareness. Some of the participants blog every day to change the world and talk about the environment a lot. Some of them are regular old bloggers who agreed to blog on the environment today. Trend or not, the environmental movement is happening today. Retailers waiting to see what you're going to do about it.