Part of the green growth, however, will hinge on collective thinking as to what constitutes "green." "There is no doubt that there is incredible market demand for green technologies and green buildings," says Brian Hendrickson, principal of 180° Urban Design in Kansas City, MO. "This demand will only increase, but those who demand green buildings will also continue to become more educated and savvy as to what is really green and what isn't. I think the idea of the lone green building standing alone, dissociated from an urban context and accessible only from the interstate is a dead end. Smart consumers already see the fallacy in that idea."