Caring about the earth is no longer just for granola and earth-tone loving hippies--it's for the Hollywood types as well. That's the idea behind SHFT, a multimedia platform founded by film producer Peter Glatzer and actor-filmmaker Adrian Grenier. Their mission is to convey a more sustainable approach to the way we live through video, design, art, and culture.

"As filmmakers who are concerned with climate change," they say on their website, "we felt that we could bring something creative to express the changes we wanted to see and were, gratefully, starting to observe."

The SHFT site maintains a beautiful portal of sincere cultural content ranging from sigur rós videos to product reviews. The project advocates business that drives positive changes as well, so it celebrates the burgeoning sustainable marketplace where great design and innovation meet. As the founders put it, "We vote with our dollars and can have a powerful impact when we do."

This focus on smart business has gained support for SHFT from founding partners like AOL and Virgin and iconic mentors like Arianna Huffington and Richard Branson.

All told, it's a modern-day effort led by some of culture's biggest icons--a Character Approved move that's good for the planet too.

[Image: SHFT]