Earth Day Network’s "Green Generation" campaign is a two-year initiative that will launch on April 22 2009 and culminate on the 40th Anniversary of Earth Day in 2010.

Similar to "The Greatest Generation" - a term coined by American journalist Tom Brokaw to describe the generation of Americans who grew up during the deprivation of the Great Depression, went on to fight in World War II and whose contribution to the war effort inspired major societal changes in proceeding decades - the Green Generation includes ordinary people who are engaged in individual and collective activities that address urgent national and global issues, such as climate change or the world’s water crises.

The Green Generation includes people who are increasingly bound together in a green movement that will no doubt equal or eclipse other monumental changes in social and industrial history. Earth Day Network is supported by writers around the world who are suggesting that by 2010 a new way of living and doing business in a sustainable way will start defining our society. Earth Day 2010 will mark that beginning.

The Green Generation is open to everyone. It is all-inclusive and equal opportunity, open to people of all ages and nationalities, including: consumers who are committed to buying green; community leaders who are encouraging green communities; parents and teachers who work to provide healthy foods and green schools for their children; academics whose research is focused on sustainable values; scientists and engineers who develop new green technologies; governments that seek to implement policies and research to support a green economy; and religious groups, who are committed to a vision of a just, sustainable planet.

Corporations will play a key leadership role in the Green Generation campaign, particularly those that recognise that their future success is tied to sustainable products and socially just endeavours.

The 40th Anniversary of Earth Day in 2010 will be recognised by future generations as a turning point for all people worldwide and will mark the beginning of global sustainability. Earth Day Network and its Green Generation campaign partners will create and launch a world wide education and media campaign to mark that beginning.

Kathleen Rogers is the President of the Earth Day Network.