Consumers want to know more about the environmental impact of their purchases. Most have
already integrated some environmentally conscious decisions into their routines. For example,
one in four Americans say they systematically take steps to make their home or lifestyle greener,
such as recycling, weatherproofing their home, using eco-friendly products or driving energyefficient
vehicles. Six out of 10 claim they “sometimes” take such actions, and only a small minority
say they never do so.64 In Canada, thanks to widespread municipal policies, citizens have become
the biggest advocates of recycling in the world. According to a survey conducted in 2011, nearly
nine out of 10 Canadians claim they recycle at home.65