The belief in living and working with sustainability in mind has become so widespread that even the media is catching on. In recent months Newsweek, Wired and Vanity Fair have all devoted cover stories to the shift towards environmentally conscious actions.

While the attention is welcome, we (people and publishers alike) need to consider and celebrate responsible actions every day, not once a year. This is like limiting the discussion of the African American contribution to our society only during Black History month -- topics vital to our past and future need to be on our agenda every day.

Fortunately the sustainable life doesn't require dedicating an entire weekend or slotting something on your calendar each month. The small steps -- such as thinking about environmental impact before you shop, combining short driving trips or investing in sustainable companies -- will have a major impact in aggregate.

Hopefully Matter can contribute to that awareness by covering the decisions small and large that matter on a daily basis.