Many Americans are interested in eco-friendly products – and even willing to pay more for them – but there's a gap between green desires and green actions. Research of anticipated emotions found that the way to close that gap is by tapping into people’s pride around green choices, rather than guilt.

With nearly three-quarters of Gen Yers and 51% of Boomers willing to pay more for sustainable products, eco-friendly living is no longer a niche pursuit. Yet many people are downplaying their eco credentials with inconspicuous purchases. Why aren’t consumers keen to appear ‘green’?

Voluntourism and responsible travel initiatives have taken off in recent years, demonstrating how people are eager to do good in their time off. Kind Traveler is making it even easier for tourists to give back to local communities by playing matchmaker between charities and luxury hotels.

From taking #nomakeup selfies to signing petitions on political issues, a growing sense of social responsibility and commitment to local community have changed the way people view social action. Is caring about causes the new badge of cool? And has it become ‘chic’ to protest?