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.

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Consumer reactions to the current economic crisis have reawakened interest in the jointly authored books of writer and historian William Strauss and economist and demographer Neil Howe.

If Strauss and Howe's theory of generational attitudes is correct, the young shoppers of the future could adopt Responsible Consumerism and Responsible Consumption in ways more widespread and more effective than anything their parents or grandparents could ever imagine.

The first signs are already out there - the days of easy credit and 100 per cent mortgages are over.

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Tags:  Strauss and HoweValuesGenerationsThriftResponsibleConsumerismConsumption

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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