Young people are a growing consumer force. Youth purchases amounted to $170 billion last year, almost double the $99 billion this age group spent in 1994. Generation Y is the largest age group since the Boomers: along with their size comes unprecedented discretionary spending and influence.

What if they were to use this buying power on stuff that's better for the environment?

The Center for a New American Dream and World Wildlife Fund (WWF) have teamed up to reach youth at this pivotal moment with a "Be Different, Live Different, Buy Different—Make a Difference" campaign. This campaign engages youth in consumer actions such as choosing currently available environmentally friendly products, as well as advocating for more options.

The campaign website, www.ibuydifferent.org, offers youth a unique place to explore the connections between common products and their hidden impacts on the environment. Along with lots of consumer information, the site features an online resource conservation calculator, shopping tips, and a free, downloadable Community Action Guide with 30 activity ideas and some step-by-step advice on organizing community projects.

Teachers can also purchase the "Smart Consumers: An Educator's Guide to Exploring Consumer Issues and the Environment" booklet from New American Dream.

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