It's morning. We hurry with our shower, some of us take extra time applying make-up, while others indulge in a breakfast of cereal, toast and coffee.
A normal start to a normal day, you say. So why is it that by the time we walk out of our house, we have unknowingly contributed to deforestation in Brazil, the extinction of orangutans in Sumatra and soil erosion in Paraguay? What is the link with forest conversion?
© WWF
(click on image to see larger version). The graph shows the steady increase in oil palm plantations for Indonesia, Malaysia and other countries until 2004.
As a result, agriculture is widely believed to be one of the main causes of deforestation. Around the world, as you read these words, forests are giving way to plantations for oil palm, soy, rubber, coffee, tea, and rice among many other crops.
Of increasing concern is the soaring popularity of biofuels. Biofuels are generated from oils extracted from plants such as oil palm - which are often grown on land cleared of natural forests.
Find out more about more about biofuels and their impact
An ice-cream on the beach.
Two-hundred copies of your annual report.
All these things often come with more than a price tag: palm oil used in the shower gel and ice cream, and tree monocultures for paper pulp.
But boycotting these products is not the solution – after all, we couldn’t really do without them. What we can focus on instead is asking companies to ensure that forest conversion is not destroying High Conservation Value Forests, where endangered species such as the orangutan and elephant live.