Then came the Middle East oil embargo, marking the beginning of the energy crisis of 1973-75, which sharpened the Baby Boomers’ focus on the need for smaller, more fuel-efficient cars and renewable forms of energy. In 1979 the release of the fictional The China Syndrome, a movie about safety cover-ups at a nuclear power plant, serendipitously opened two weeks prior to the partial core meltdown at the Three Mile Island nuclear-generating station near Harrisburg, Pennsylvania. Today, over half (54%) of Baby Boomers are considered to be “socially conscious shoppers.” 2That’s 40 million green Boomers who choose organics, pluck resource – conserving products off the shelf, boycott the products of companies that pollute, and “pro-cott”the products of companies that give back to community.