As the economy rushes downhill, it becomes a harder sell to get businesses to put extra money into environmentally responsible programs.
Until you point out that saving the planet creates a host of new jobs in the green-energy sector.
That is the message President Obama is trying to get out as his administration's cap-and-trade plan comes under criticism.
Industries are bracing for what they say will be higher costs under the plan. And the president is reminding them that producing more renewable energy in America will drive new jobs.
I say he's right. Someone has to install all those solar panels, monitor those CO2 allowances, analyze clean-energy equities, build wind turbines, and write software for the smart grid. Can't count on oil-industry jobs forever, not once the oil runs out.