To the degree that individual consumption choices can be a force for change, a supportive information infrastructure must be organized to guide consumers. But even in environmental circles that emphasize the importance of individual choice, there is little support provided to guide those choices. Brower and Leon (1999) point out that much of the environmental movement promotes a righteous moralism that suggests that all consumer choices are equally significantbe it use of paper towels, disposable diapers or cars. The implication is that radical voluntary simplicity is the only environmental option. Brower and Leon argue, however, that all choices are not equal and that environmentalists should provide priority lists for conscious consumptionhighlighting the actions that can make a great difference without the time and commitment intrinsic to voluntary simplicity. Their book, The Consumers Guide to Effective Environmental Choices, does precisely that, highlighting transportation, food choices, and household operations (like heating) as the top three high impact areas of private consumption. In summary, even on the level of individual consumerism, whether it is green or fair trade consumerism, there must be a collective dimension, at very least an information commons where individuals can obtain accurate reliable information on consumer products. Ideally this information environment should be connected to local labelling programmes and associations of green enterprise. In this context, individual green consumerism can merge into community initiatives to create new kinds of green markets and local green industry.