Michelle Madden has climbed Mt. McKinley. As CEO of GreenYour.com, she looks to create a new slippery slope: everyday environmental choices tumbling together towards sustainability. She met me in New York this week to talk about her site, her city, and that ever-eponymous color: green.

Michael Kroon: You label the site "Your guide to green anything," and it really seems everything we do could be a moment of potential impact. For instance, I saw three subject areas: dating, wine, and lingerie. And I said, "I know those are related to each other but I never thought of them in relation to the environment."

Michelle Madden: [Laughs] Yes. We let people know there are a lot of choices. It's unlikely they'll follow everything we suggest. But it helps people be aware of what's available

MK: Were there any ah-ha moments during the research process you found surprising?

MM: Some dental flosses are actually made with PTFE which is a chemical used to coat non-stick cookware. It's used to allow the floss to glide more smoothly through your teeth. But many people have decided they don't want to use non-stick cookware because there have been studies of potential carcinogenic effects, and a similar mindset has been applied to this type of dental floss.

MK: So ironic because when you're flossing, you're patting yourself on the back for making the effort and doing the healthy thing.

MM: [Laughs] I know! And I think there are a lot of hidden chemicals that sneak into our products. Including a lot of personal care products. And to your point, we think we're doing something good for our bodies and yet we're often lathering petroleum-derived products or toxic chemicals or cleaning agents that have traditionally been used in industrial settings.

MK: New Yorkers seem involuntarily green - mass transit, limited living space, no landscaping, choosing the rent check over a steak. What do you see as the next branch of low-hanging fruit for us urbanites?

MM: One of the easiest and most enjoyable things for me is shopping at the Farmers' Market. It's my oasis four days a week right here in Union Square. And it's such a community. It's being more conscious of the environment but also re-connecting with the basics of community. Becoming aware of where your food comes from. I go to the Farmers' Market and talk with the beekeeper himself. And ask him how the bees are doing. And ask him about the different types of honey. You feel that connection with the people who are actually providing your food for you. So I think it's the low-hanging fruit - literally and figuratively. [Laughs] That's an easy one.

MK: [Laughs] Well, what other low-hanging fruit are you aware of in New York that's ripe for the picking?

MM: I think another major thing to keep in mind is your use of plastic bags. And in terms of air-conditioners, have it cleaned to make sure it's working efficiently. Also, changing your lights to CFLs. And turning out the lights; turning off the air conditioner. Once you get accustomed to these things, it just becomes second nature.

MK: Outside here in Union Square, I noticed people signing up for wind power.

MM: Yes. You can buy green energy directly through ConEdison. Or there are wind providers through which you can buy offsets. But there are so many things you can do that don't cost anything. Looking at the site, you see all different areas of your life that you can green in very, very simple ways. For instance, decreasing the amount of water you use when you flush can be as simple as filling up a soda bottle with water and putting it into the toilet tank to displace some of the water. And that gives you a free, low-flow toilet immediately.

MK: Wow. That's very MacGyver of you.

MM: [Laughs] Well, it's free and easy. And especially in New York City, many regard green living as a sacrifice, but it's really about conservation and savings. Cleaning your air-conditioner, and turning off the lights, and using less water will not only help the planet but also helps you save money.

MK: Speaking of money, where do you see the New York corporate landscape right now, and where might we be headed in terms of more responsibility on this issue?

MM: There's a lot that companies can do. Certainly decreasing packaging. And consumers can let these companies know, "I don't need that much packaging, I don't need the extra bag."

MK: I don't need air-conditioning pumped out onto the sidewalk.

MM: That's actually going to become law in New York that stores cannot keep their doors open like that. They waste an enormous amount of energy that way. But I think stores are starting to become aware. They're also being hit financially by that practice. Whereas maybe five years ago it was seen as an extreme form of customer service, now people actually look down on it. So I think a positive feedback loop is happening. People say, "No. I don't want this type of practice." And companies are realizing they'd be saving a lot of money by letting go of that type of wastefulness.

MK: Speaking of trimming costs, there have been high-profile lay-offs lately in New York and some talented people out there looking for work. As someone within green enterprise in the city, where do you see opportunities for these wayward New Yorkers to get into the field?

MM: There's no question that green jobs, mostly in green energy, will grow tremendously - have already begun to grow tremendously. And I certainly think that non-profits will continue to have a profound influence - especially NRDC - on the environmental movement and will continue to be critical. But I think, increasingly, the for-profits will demonstrate that the market will pay for and is demanding solutions where there's a real profit window - whether it's electric cars, or windmills, or new markets for recycled products, or whatever it may be. So that's from the for-profit side. Of course, it's going to take some political will, too.