"Rachael Kleinberger ...  already knew she wanted out at age 25, quitting her job at a reality-TV production company for a position at a nonprofit organization focused on the environment. ... Kleinberger is one of a new wave of recent college graduates entering a career field that, like blogging and social media strategy, hardly existed a decade ago: environmental sustainability.

Suddenly, 'sustainability' seems to resonate with the sex appeal of 'dot com' or 'start-up,' appealing to droves of ambitious young innovators. Amelia Byers, operations director for Idealist.org, a Web site that lists paid and unpaid opportunities for nonprofit groups and social enterprise companies — some 5,000 of which are environmental organizations — said the number of jobs related to environmental work has roughly tripled in the last three years."

Austin Considine reports for the New York Times June 24, 2011. [2]