Have you ditched the plastic bags, upped the recycling and are paying close attention to what you're putting in and on your body and around your home?
You're not alone. Kiwis have never been keener to be greener.
"In the last couple of years I've really changed the way I shop to make sure I choose sustainable items whenever I can," says Kate, a 28-year old sales manager from Wellington.
"It's scary to think of what will become of this planet if we don't start making more of an effort."
Auckland mother and law student Shelley agrees. "After I had kids, I thought I should do more to look after the environment. I used cloth nappies with our first child, so decided to use eco-friendly washing detergents too.”
Colmar Brunton's Better Futures report reveals people see value in making sustainable choices. 69 percent will pay a bit more if it means getting "the best organic, sustainable and ethically produced products available" and 83 per cent would quit using a company's products if it was unethical or irresponsible.
But while going green makes us feel good, do eco-friendly products actually work?
"I've always been suspicious that going green means less of a clean," says social worker Lucy, who admits she hasn't yet been brave enough to make the switch.
US eco pioneer Seventh Generation, whose products you might have recently spotted on supermarket shelves, believes people needn't worry.
"Advances over the years in 'green' chemistry have allowed Seventh Generation to develop a range of products that can truly deliver on performance. By swapping ingredients derived from plants ingredients for non-renewable materials, such as petroleum, our products are both powerful and sustainable," says Global Brand Manager, Pat Mignogna.
"We know consumers want to make choices that are better for their families, their homes and the environment, but they're unwilling to trade off on performance."
Seventh Generation has brought 14 products across laundry, dish-wash, cleaners and hand soap to New Zealand. They're at least 90% plant-based, free of dyes & synthetic fragrances, and packaged in bottles made from 100% post-consumer recycled materials. Already a market leader in the US, with a thirty year history, it's excited to be here.
"The more we learned about Kiwi consumers, the more it started to make sense. Shared values with a large number of Kiwis became evident - including the belief that small decisions can have a big impact, and that we have a collective responsibility to leave the world better off than when we arrived." says Pat.
Partnering with the Million Metres Project
It's not just clothes, dishes and hands Seventh Generation wants to keep clean. The company's partnering with The Million Metres Streams Project to help restore -New Zealand’s waterways, starting with a particular focus on Waiheke Island's Rangihoua Wetland.
"We have been inspired by the work these organisations are doing daily and we plan to use our voice to help spread the word," says Pat.
As the brand goes global, Pat says Seventh Generation wants to live up to its name and history of advocating for issues related to human and environmental health.
"Seventh Generation is on a mission to inspire a consumer revolution that nurtures the health of the next seven generations."
This article was created for Seventh Generation.
