The road to responsible consumerism is a long one - but the economic crisis is a big reason to act differently.

We're gathering friends, family and useful contacts around us.

There's a sense of common cause in adversity.

We're aware of the bigger picture but more concerned at what's happening in our own back yard. Firstly because we feel the direct effects and secondly, because in the scheme of things, they're at least easier to understand - if not to like.

We're already beginning to think more about changing the how, when and where of our purchasing habits.

Tags:  Purchasing habitsGovernmentObamaGreen

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When researchers used to look for signs of fundamental consumer behaviour change it was all about identifying the beginnings of visible mass action - the first few steps on the path toward a possible tipping point into mass adoption.

But even in today's wired world we believe the move to Responsible Consumerism is, and will be, a little different.

All the pointers are that small individual acts, often carried out in isolation and then communicated and adopted by peers by choice, have been the most effective viral conduit.

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Concerns for the environment, issues of sustainability and an uneasy sense that the “gimme more” growth bubble had to burst, have been with us for some time.

Everything from increasing purchases of organic food to lead–free petrol, corporate commitment to Corporate Social Responsibility, healthy eating campaigns, the rise of the reusable shopping bag and a new interest in urban allotments stem from an underlying unease with the past direction of travel.

All of these activities tap into our innate desire to “do good” and, more importantly for consumers, to get positive emotional payback for their purchases, “to feel good” about the decision as well as product value.

Tags:  ResponsibleConsumerLifestyleRecessionGovernment

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