How sustainable is sustainability?

For this blog post, I thought I'd pose a question: how sustainable is sustainability? Now at first you may say, "that's a silly question." But let me provide some context...

Everyone seems to be jumping on the "sustainability wagon," but what I wonder is how long it will last. Is it possible that we will grow tired of the green messages and sustainability efforts out there? Is sustainability just a fad or will it actually continue on?

I thought of this question when I met with a group of conference planners. We're looking at conference themes for 2010 and of course, sustainability came up. But before we put the green stamp on that topic, we had to stop and ponder... will people be tired of it by then?

What do you all think?