While much of the decrease in fertility worldwide is by choice, an increasing number of couples, especially in industrialized countries, are finding conception more difficult and damaged babies more common. The research is quite clear that metals and chemicals in air, water, food, and health-and-beauty aids are damaging fertility in many ways. These toxicants are causing men to experience relentlessly decreasing sperm count and function while women are suffering progressively worse anovulation, impaired implantation, and loss of fetal viability.