Shattering the green ceiling: majority of 'CEOs' are women



    
         - TD Friends of the Environment Foundation simplifies local
         environmental giving with its new web site: www.tdfef.com -
    

    TORONTO, April 21 /CNW/ - Environmental action starts at home -- and
Canadian women are leading the way. The TD Friends of the Environment
Foundation CEO Poll reveals that 52% of women are the Chief Environment
Officer or "CEO" of their household compared to 36% of men. Interestingly, the
survey found that children are the number one influence on environmental
behaviour - with more than one in four respondents acknowledging that their
children influenced them to be more environmentally responsible.
    "Canadian families are changing the world, one backyard at a time," says
Mary Desjardins, Executive Director, TD Friends of the Environment Foundation.
"With 92% of respondents saying their household has a "Chief Environment
Officer", it is clear that Canadians are committed to and passionate about
environmental responsibility."
    With Earth Day taking place on April 22, there are easier ways for
Canadians to make a positive impact on the environment in their community. One
example is by donating to TD Friends of the Environment Foundation (TD FEF) at
www.tdfef.com. Because all TD FEF donations are granted locally, every
Canadian has the opportunity to positively impact the environment in his or
her own neighbourhood.

    THE HOUSEHOLD CEO

    The TD FEF CEO Poll found that the top three green activities that "CEOs"
do at home are managing recycling (91%), reducing their home's energy
consumption (84%) and encouraging waste reduction (82%).
    While 69% of survey respondents named themselves as their household's
"CEO", only 2% identified their children as leading the charge even though
children were identified as the top influencers.
    After children (26%), respondents said that the second strongest
influencers on their own environmental behaviour are spouses (21%) followed by
parents (12%).
    The TD FEF CEO Poll also asked people to rate their household's
environmental friendliness: 18% rated their household as an "A" while 61% gave
their household a "B". Only 2% gave their household a failing grade with an
"F".
    "The new TD FEF website is an effective resource for all Canadians who
are looking for simple yet impactful ways to increase their household's
environmental activities," said Desjardins. "Making just a few small changes
to the way we live will make a tremendous difference in the environment at
home and in the community."

    THE NEW TD FEF WEBSITE

    Launched in time for Earth Day, www.tdfef.com provides information on the
TD Friends of the Environment Foundation including its funding of local
grassroots environment and wildlife projects across the country, and how
Canadians can get involved. Additional highlights include a Zero Footprint
calculator -- enabling visitors to calculate the impact of their daily
activities on the environment -- and a new feature that allows Canadians to
donate to TD FEF by credit card.
    There are several ways Canadians can get involved with TD FEF:

    
    -  Non-profit organizations with a charitable registration number and
       schools can submit a request for financial support for their
       environment and wildlife projects to the TD Friends of the Environment
       Foundation online at www.tdfef.com. Funding applications are only
       accepted online;

    -  Donating to TD FEF for as little as a few dollars per month or by
       making a one-time donation online or at any TD Canada Trust branch;

    -  Volunteering with their local TD FEF Chapter Advisory Board or by
       signing-up to support a TD FEF environmental project like the TD Great
       Canadian Shoreline Cleanup (www.tdgcsc.ca);

    -  Visiting the TD Friends of the Environment Foundation page on
       Facebook.
    

    About the TD Friends of the Environment Foundation CEO Poll:

    The TD Friends of the Environment Foundation CEO Poll was conducted by
Angus Reid Strategies on March 17, 2009. The online survey polled English and
French speaking Canadians 18 years of age or older using the Angus Reid
Omnibus. The sample size includes 1,002 men and women.

    About TD Friends of the Environment Foundation (TD FEF):

    Since 1990, TD FEF has provided $47 million in funding to nearly 18,000
grassroots environment and wildlife projects across Canada. In 2008, TD FEF
provided more than $3 million in support of over 800 projects. Thousands of TD
customers and employees donate to TD FEF on a monthly basis and TD Bank
Financial Group contributes in excess of $1 million annually. TD also covers
the management costs of running TD FEF; this ensures 100 per cent of every
dollar donated goes directly to funding environment and wildlife projects in
the community where the donation was made. For more information on how to
donate and get involved in your community, visit www.tdfef.com.





For further information:

For further information: or to arrange an interview please contact:
Carolyn Abbass, Karen McCullough, Paradigm Public Relations, (416) 203-2223,
cabbass@paradigmpr.ca, kmccullough@paradigmpr.ca; Gregory Harrison, TD Bank
Financial Group, (416) 308-8597, gregory.harrison@td.com


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