"Companies need to be careful not to overuse the green logo," Feldman said. "There are enough watchdogs out there that the minute a Wal-Mart trips up, they'll be all over them. Green is here to stay."

That is supported by the growth of the USGBC, and the soaring interest in LEED certification or equivalents worldwide, Gottfried said. LEED is now developing a specific designation for retail; currently retail stores and shopping center developers can apply under the new construction or existing building standards. The standard will be up for member ballot this month, with a market launch expected in spring 2009.

The interest in standards also is expanding worldwide, with 13 countries--including India, Mexico, Brazil, Japan and Australia--now having green building councils. Another 50 nations are creating councils.

"It's a United Nations of councils," Gottfried said. Even the Chinese government is trying to impose more green regulations on its manufacturers, Feldman reported.

But all of this interest still may not be enough. Just complying with LEED certification will not be sufficient to reverse climate change, he noted. More developments and retailers must pursue Platinum status or zero-energy or water use status. "LEED awarding credits for [performance] 20% to 30% above average is just limiting the damage," Gottfried said.

Instead, developers should be examining the possibility of becoming a net producer of energy by using the surface area of parking lots to generate power. Transportation issues must be considered--New York City is one of the greenest in the world because of its vast mass transit system, reducing reliance on the automobile. As the world becomes increasingly urban, such techniques and systems will become even more important for developers.

"We can recapture rainwater, using it to recharge aquifers," he said. "Nature has no waste. As we design our cities of the future, we have to think about these concepts."