Growing concerns about environmental well-being have become a focal point for many governments around the world. Governments have allocated a substantial amount of resources and capital to try to reduce pollution. Air pollution causes harmful effects on health and depletion of the ozone layer. Ozone depletion leads to increased levels of UVB reaching the Earth's surface. This added UVB has been linked to increased cases of cataracts and melanoma development (epa.gov). Government pollution regulations cost taxpayers and businesses that must comply with these regulations. To reduce the expense of reducing pollution, Richard Thaler and Cass Sunstein suggest a different government approach to improve the standard already in place. In Chapter 12 on Saving the Planet, Thaler and Sunstein use the ideas of choice architecture and nudges to expand the environmental protection effort by creating better incentives and returns. information. To control pollution levels, government regulators use command-and-control regulations that do not allow flexibility for individuals or businesses. Mandates are set that require a certain reduction in polluting emissions. This lack of freedom of choice obstructs the concept of libertarian paternalism promoted by Thaler and Sunstein. “If the goal is to protect the environment, could good architecture help? (186). A better choice architecture would allow individuals and businesses to have freedom of choice in environmental protection and push them towards a better path to solving environmental pollution problems. The reasons for these environmental problems are that incentives are the focus 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 incentives and feedback on environmental protection through better architectural choice and construction. soft thumb. I agree with many of the suggestions in this chapter about improving feedback on actions that have negative environmental consequences. I think I will start to be more aware of the impact of my choices on the environment. I might start looking at the information provided by the companies I buy from and see what impact they have on the environment. I will also be able to start purchasing products that are more energy efficient and more beneficial in the long term. Although these products may be more expensive in the short term, I know I will reward companies that innovate in pollution control technology..