On 17 October 2011 the European Commission launched “Generation Awake. Your choices make a world of difference!”, a campaign designed to encourage consumers to make resource efficient purchasing choices.
The campaign’s aim is to raise awareness about the need to use limited natural resources wisely and more efficiently. Consumers will be prompted to think about their impact on the environment when buying and to ‘consume differently and think before they choose’. The campaign is not about consuming less, but about consuming differently, stresses the EU.
The campaign was unveiled in Poland by European Environment Commissioner Janez Potočnik and Polish Environment Minister Andrzej Kraszewski. Other launch events will also be organised in the Czech Republic, Hungary and the United Kingdom.