Growing concerns about the well-being of the environment have become a focal point for many governments around the world. Governments have allocated a significant amount of resources and capital in an attempt to reduce pollution. Air pollution has led to harmful health effects and depletion of the ozone layer. The depletion of the ozone layer causes higher levels of UVB to reach the Earth's surface. This added UVB has been linked to an increase in cataract cases and the development of melanoma (epa.gov). Government pollution regulations are costly for taxpayers and the companies that must comply with them. To reduce the expense of reducing pollution, Richard Thaler and Cass Sunstein suggest a different government approach to improving the standard already in place. In Chapter 12 on saving the planet, Thaler and Sunstein use the ideas of choice architecture and gentle stimuli to expand the environmental protection effort by creating better incentives and feedback. To control pollution levels, government regulators use command-and-control regulation that does not allow flexibility for individuals or companies. Mandates are established that require some reduction in polluting emissions. This lack of freedom of choice hinders the concept of libertarian paternalism promoted by Thaler and Sunstein. “If the goal is to protect the environment, might good architecture choices be able to help?” (186). A better choice architecture would allow individuals and companies to have freedom of choice regarding environmental protection and push them towards a more suitable path to solve problems related to environmental pollution. The reasons for these environmental problems are that incentives are in… middle of paper… the concern of many governments around the world. Thaler and Sunstein suggest that reducing pollution and the costs associated with this action can be achieved by improving the incentives and feedback of environmental protection through improved choice architecture and gentle stimuli. I agree with many of the suggestions in this chapter on how to improve feedback on actions that have negative environmental consequences. I think I will start to be more aware of the impact my choices have on the environment. I might start looking at the disclosures of the companies I buy from and see what impact they have on the environment. I may also start purchasing products that are more energy efficient and beneficial in the long term. While these products may be more expensive in the short term, I know I will reward companies that are innovating pollution control technology.