Reality sets in usually after the first month. For instance, look at any health club. The first week of January, it'll be packed with sweating new members dutifully pounding out the miles on the stationary bike, treadmill or eliptical machine. But by mid February that influx often dries up and by the first of March, those newcomers are history.
Energy efficiency isn't nearly as tough to maintain. Buy a compact fluorescent light, screw it in and watch the savings. Upgrade your furnace and enjoy the reduced utility bills. Add solar panels and watch energy consumption drop into negative territory during the hot summer days.
This holds true for business owners as well as individuals. City governments also can benefit. It's equal opportunity. So look this year to clean energy. You never know what you'll find.