The "Make a Green Choice" program is a customer-facing initiative originally launched in the North America division that invites guests to participate in Starwood's environmental sustainability program by foregoing full housekeeping. This initiative offers a no-cost opportunity for guest involvement and is aimed at reducing water and energy consumption in guest rooms on a daily basis. In addition, the use of fewer chemicals improves associate and guest health; reduces air and water pollution; and minimizes the resources needed for packaging, storage, and disposal.