Having resolved at a young age to pursue his passion for green building, Jeff Kaplan created the Urban Land Institute's Young Leaders Program when he was just 21 years old. In late 2007, Jeff started New Living, a green building and home store whose high environmental standards earned the shop a B Corporation certification. Today, New Living sells exclusively eco-friendly products from ethical businesses, stimulating the local green economy while making green materials more affordable and accessible. Staff members passionate about responsible consumerism often help customers interested in repurposing and refinishing items. Kaplan's efforts at revitalizing Houston's small businesses and affinity for wearing capes earned him the title of Green Hero from the U.S. Green Building Council.