Today's consumers are sharply aware of environmental problems, and they're demanding environmental responsibility on the part of industry. In a 1989 Gallup poll, 79% of Americans identified themselves as environmentalists. A 1990 New York Times poll reported that 84% of Americans consider industrial pollution to be a serious problem. One‐third of all women listed the environment as one of the three most important problems facing the US today in a 1990 survey by Good Housekeeping magazine. And 78% of women in that poll were very concerned about the disposal of solid waste and garbage.