Every April 22 we mark a global environmental initiative – Earth Day. This is a time to not only reflect upon our own environmental practices, but also to act. For instance, we know it’s better for our health and the environment if we walk or bike instead of drive. We save money, energy and resources when we reduce, reuse, and recycle. Shutting off the tap when we brush our teeth conserves water. These are examples of pro-environmental behaviours, yet many people choose not to take these steps toward sustainability.