Environmentalism and social good are often associated with the “bleeding heart” motif; in a world that values consumption above all, being green can be against the grain. In general, consumers want their goods as quickly and easily as possible, and when they’re done with them, they want to be done, the end-of-life of products and packaging far from mind. Conscious consumers pay premiums in money and time in support of sustainability, taking up a mantle that is often the path of most resistance.