Millennials — a generation of navel-gazing, selfie-taking narcissists — or are they? New research from Deloitte actually reveals the opposite: in fact, 73 per cent of Millennials are doing more for the environment and making sustainable choices when it comes to what they’re actively not doing — such as not driving, not shopping fast fashion and not eating meat. Could this lifestyle of inaction be the key to saving the planet? Might we learn a valuable sustainability lesson from this so-called lazy generation when it comes to environmental concerns such as water conservation?
While Canadians support the concept of saving the Earth’s water (91Ô´´ does, after all, hold 20 per cent of the planet’s freshwater resources), many of us remain unaware of the personal impact we have when it comes to water usage. For example, a whopping 50 per cent of Canadians underestimate their daily water usage (spoiler alert: it’s 223 litres) and at our current rate, we could run out of freshwater by the year 2040.
This is why Coors Seltzer, expanding on its water conversation and restoration efforts in partnership with Change the Course, is launching Call to Inaction — a pledge asking Canadians to take a series of inactions in the name of water conservation. Taking a leaf from the Millennials’ book, the pledge highlights how, by doing less, you can decrease your water use, doing more for the planet in the process.
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How can you do less? Think doing less laundry — who needs a flat sheet at all, anyhow, and do you really need to separate those laundry loads? Shower less — you’ve got that great dry shampoo; put it to good use. Wash your ride less often — a little dirt on your vehicle is like an adventurer’s badge of honour, after all. And watering that perfectly manicured lawn is so early 2000’s — rewild and let nature do its thing.
While you’re doing less, why not make it official: Coors Seltzer is welcoming Canadians to sign the pledge at this month as a commitment to conserving the planet’s freshwater. As a bonus for taking action with inaction: the first 250 Canadians who sign the Call to Inaction pledge on the site will receive $30 just for doing less when it comes to water conservation. Spend it on a pack of Coors Seltzer to enjoy as you kick back and do less — just like the average Millennial.
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