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Even the noblest of causes is not immune from issue fatigue. In the past year, we have all heard the merits of living a green lifestyle. Whether it’s the food we eat, the cars we drive or the buildings in which we live and work, there seems to always be a way we could be living greener. As a result, you may feel like you can’t bear to hear another story that is the antithesis to Kermit the Frog’s theme song: ‘It’s Not Easy Being Green.’

Issue fatigue is not a new concept. It happens when an issue rises to and remains at the forefront of the national conversation–both among everyday people and the news media. The excessive coverage of the issue–and in many cases very important issue–leads the public to disengage and not want to read another story about it.

The green movement is nearing this crossroads where it will either remain relevant or the public will lose interest in the subject. Remember the stir surrounding avian flu in 2005?

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