TO IGNORE THE THUNDEROUS ROAR CAUSED by the wave of green and eco-initiatives that have captivated media headlines, conference discussions, and political agendas can be equated to living in a cave and covering your ears. Green and "eco" are all the rage these days, particularly in the spa industry, ranging from organic skincare and eco-destination spa development to energy-efficiency initiatives. But does this all really matter? And if so, why?