Although humans have taught themselves to be very good at putting out fires, we have always been far better at starting them. Just in the United States, for example, 1.6 million fires were started in 2006, resulting in more than 3 thousand deaths and roughly 16 thousand injuries. Occasionally, we have the terrible misfortune of starting these fires along coal seams, where the coal catches fire, often exceeding temperatures of 1000 °F.

San Francisco based Outlaw Consulting recently surveyed 100 Gen Y 'trendsetters' (aka cool folks from 21-29 years old) in Miami, New York, Los Angeles and San Francisco, asking what brands they perceived to be the most eco-friendly. Here’s the 15-deep list:

Whole Foods, Trader Joe’s, Toyota, Honda, Google, Aveda, Zipcar, American Apparel, Ikea, 7th Generation, Apple, the Body Shop, Starbucks, Netflix and Method.