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the Council of Canadians, one of Canada's most respected social advocacy organizations, did the unthinkable: It called for a boycott of Nestlé Water. The group accused the long-embattled water bottling giant of exploiting its access to Canadian aquifers. In Ontario and British Columbia, the company pays as little as $2.25 per 1 million liters while residents struggle to find safe water supplies.

Consumers want green products, and they're willing to boycott brands that fail to deliver them, writes Bridget James. "Consumers, enabled by information, are becoming the regulatory body of the market, and their new values are driving green growth globally," she asserts