It builds on the understanding that people care for the environment, sustainability and future generations, but they are also busy, and do not have the time to carefully think about how these issues connect with each other. These widespread concerns have formed a sound basis for the Good Chemistry campaign from the Danish EPA, which highlights nine good habits for pregnant and nursing mothers regarding chemicals in cosmetics, in products for children and in toys. According to the third good habit, consumers are advised to buy products with Swan label and the EU flower. The study from the Danish EPA suggests that the Nordic Swan ecolabelling has significantly increased its market share in the personal care sector in Denmark as a result of this campaign.