COEUR d'ALENE - Most people know it's environmentally friendly to turn off the faucet while brushing your teeth.

Same goes for not littering, driving less, taking shorter showers.

But what about applying green-friendly practices to business?

How far has protecting nature's resources - not to mention reducing utility costs - seeped into the public's consciousness since its early days when the movement was more fringe than mainstream.

Farther than one might think.

"You don't realize how many different companies are out there and how many are moving toward going green," said Mike Henley, visiting the North Idaho Green Expo, the eco-friendly convention where businesses and citizens traded tips for living green as individuals, businesses and a community. "The word needs to get out more. It's taken some traction, it's getting going, but it's just now getting out."

That was the goal of the Tuesday convention at The Coeur d'Alene Resort, part of the Coeur d'Alene Area Chamber of Commerce's Upbeat Breakfast and in partnership with the Coeur d'Alene Association of Realtors.

What else is making its way to the green side?

How about energy improvements financed into home loans to make homes cheaper on utilities and more livable; construction courses for storm water systems to reduce erosion sediment in water streams; and lumber industries utilizing every scrap of log, from sawdust to make particle board and chips to make pulp.

The incorporation of more green gearing up in the business world is opening up a whole new market, said Dave Porter, founder of Seattle-based PorterWorks, who spoke at the breakfast about the economic value of going green.

"There's a $140 billion opportunity in the next years," said Porter, a nationally recognized speaker and trainer on green business practices and living. "This is huge business."

Of the 128 million homes in America 95 million need to be retrofitted.

Porter, a former Realtor who worked with lenders and appraisers, understands the value of making buildings more energy efficient to save on utility costs, not to mention to conserve energy and natural resources.

By 2050, the world's population could double, while only 3 percent of the world's water is drinkable.

"Consumers are asking for this," he said, adding that federal regulations could toughen policy, too, but simple changes like changing to LED light bulbs are also effective. "Your competitors are doing it. That's called 'duh.'"

Gary Kretz, a home builder with Solid Rock Contracting, Inc., said he noticed a spike in demand for more energy efficient homes between three and five years ago. Now better insulated homes with more windows are in demand, he said.

"From a builder's standpoint, people are asking, 'How much is my gas going to be? How much is my electricity going to be?'" he said, calling the expo a good mix of green business ideas. "It's been recent, and a big influence to the buying."

James Costello, home mortgage consultant with Wells Fargo, was there to educate. His bank offers financing for improving energy efficiency of homes, has been since the 1990s, but people are usually surprised to hear it.

"I'm trying to get the word out," he said. "Lenders won't talk about it."

Others at the show remained skeptical.

"The intent is really good, but you have to be practical," said Bob Weaver, calling some of the conservation approaches extreme. He was given an LED light to use at home, which he said he might, but he might not.

"The sky is falling, the sky is falling," he said. "I'm not sure I buy that."

The intent is good, but the sky is falling approach isn't necessary, said Weaver of all going green can offer.