The 2012 Greendex survey found that people in poorer countries feel, on average, much guiltier about their impacts on the natural world than people in rich countries. The places in which people feel least guilt are, in this order, Germany, the United States, Australia and Britain, while the people of India, China, Mexico and Brazil have the greatest concerns. Our guilt, the survey reported, exists in inverse proportion to the amount of damage our consumption does. This is the opposite of what a thousand editorials in the corporate press tell us: that people cannot afford to care until they become rich. The evidence suggests we cease to care only when we become rich.