markets driven not by the invisible hand of accumulation, but by social and ecological values carefully considered and by human and environmental need. It makes sense that such mindfulness emerges directly from the industries and professions affected, since they are most in touch with the potentials. Consumption and green markets are also appropriate starting points for green transformation because of the central importance of end-use in ecological design processes. In the next chapter I want to move on to look more explicitly at regulation and regulatory trends to try to better understand how grassroots power based in ecological knowledge can affect and transform the ground rules and values of economic life, particularly as they affect building materials.