We study the emergence of objective properties in open quantum systems. In our analysis, the environment is promoted from a passive role of a reservoir selectively destroying quantum coherence to an active role of amplifier selectively proliferating information about the system. We show that only preferred pointer states of the system can leave a redundant and therefore easily detectable imprint on the environment. Observers who-as is almost always the case-discover the state of the system indirectly (by probing a fraction of its environment) will find out only about the corresponding pointer observable. Many observers can act in this fashion independently and without perturbing the system. They will agree about its state. In this operational sense, preferred pointer states exist objectively.