Shelton Group has been polling Americans for over a decade to understand their beliefs, desires, and espoused behaviors related to energy and the environment. For most of that time, the numbers have been largely consistent in terms of the percent of Americans whose beliefs and actions align on sustainability – and it was a pretty niche group (about 18-22%). Three years ago something began to shift. It seemed like an anomaly in the data. But then the numbers shifted further upward the next year. And the next.