Mark Edlen, a Portland developer and businessman with Gerding Edlen, sees the commitment to sustainability as both a political movement and a business strategy, as noted in an April 14, 2010 article in The Oregonian. In explaining his new business approach, Edlen said, "The big thing for my generation was Vietnam and civil rights. For the young people of today, it's their environmental footprint." He is convinced the green economy is one of the country's primary economic engines. In his case, this means sustainable building has arrived as a viable business strategy.