Given Canadians' well-known concern for the environment, it may be difficult to find anyone in Canada who is against improving the quality of the environment. However, a reliance on unnecessarily costly and intrusive policies over the past several decades has likely turned some people against environmentalism. But there are a growing number of market-based policy options that would improve environmental quality at a lower cost and with less government intervention than in the past. These policies are a breath of fresh air because they are cost-effective, market-oriented, less intrusive, and more appealing to broader sections of the Canadian public.