The 35-foot Christmas tree standing inside the Wisconsin State Capitol looks like your average tree, but do not be fooled - it's greener. The tree sparkles with 2,400 energy-efficient LED Christmas lights and highlights the trend toward socially conscious consumerism.
The excessive waste associated with consumer-crazed holidays may become a ghost of Christmas past, as consumers throughout the United States redefine their shopping habits, and Madison is no exception.
UW-Madison junior Jeff Rolling is asking for alternative kinds of presents this year. In the last year, Rolling said he received a certificate notifying him that a goat was donated to a small village in his name. Rolling, chairman of the Wisconsin Student Public Interest Research Group, said since becoming an environmentalist in college, his consumer habits have changed.
Sometimes I tell my family to not buy me something, but to donate money, do charity,"" he said. ""I don't need any more clothes. I don't need any more iPods or anything like that.""
Rolling is part of a growing segment of the population: Nearly four out of five Americans do not believe it is necessary to spend large amounts of money to have a fulfilling holiday. Seventy-eight percent wish the holidays were less materialistic, according to a 2005 poll from the Center for a New American Dream, a group whose mission is to protect the environment and simplify modern lifestyles.
Nicole Craig, program coordinator for EnAct, an environmental activist group in Madison, said the increased consciousness of environmental issues like global warming are changing the way people think - and shop.
Marianne Schnall is a co-founder of an eco-advertising website, ecomall.com, and the daughter of UW-Madison alumni. She said people are purchasing more green products because of the Internet.
Her website links to about 300 environmentally conscious companies who distribute green goods ranging from body care products to office supplies.
Global warming activist Laurie David's recent book ""The Solution is You! An Activist's Guide"" featured the site as an eco-essential resource.
Traffic to ecomall.com and the other green websites it links to have increased because of the growing interest in all things green, Schnall said.
""There's a real great marriage between green products and the Internet,"" she said. ""People tend to go online for products they can't find easily available in their local supermarket or Wal-Mart.""
But whether you're surfing the Web or browsing store aisles, thousands of products claim to be ""organic"" or ""fair trade.""
Rolling suggests buying locally produced products to cut transportation waste, products that don't have excessive packaging and items made from recycled materials.
Although Rolling and others are enthusiastic about the array of alternatives, one student said he thinks the eco-friendly products are gimmicks.
UW-Madison junior and business major Andrew Bay said, ""Basically, eco-friendly gifts just mean your own garbage being sold back to you at insanely high prices.""
Both Rolling and Schnall admit that some products, such as light bulbs, might initially cost more money, but end up saving you other costs, in this case, your electric bill.
For those who snub new-age products, some gifts traditionally given at Christmas are actually eco-friendly, such as gift certificates.
What makes gift cards eco-friendly is the practical service provided. Also, they have little waste associated with their consumption, Craig said. She personally recommended restaurant, gym and massage certificates this holiday season. For those tight on cash, homemade coupons that promise the completion of chores are creative alternatives.
When people consider the environment in their holiday shopping, Rolling says he appreciates the extra consideration.
""When people put effort into a gift it definitely shows that they care about you and they put in extra time,"" he said. ""It's the thought that counts.""
