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.

You start buying organic, start recycling, start buying market fresh and suddenly so do many of your friends.

But at the moment there's no big herd mentality - or appetite for it - and no effective focal point to coalesce around.

Government may try valiantly. But do you readily acquiesce to Government cajoling?

Thought not.

The connected online world offers huge possibilities. But as yet there's no sizeable, popular and dedicated eBay or Amazon to act as mainstream Responsible Consumer cheerleader - no one to make it hassle-free, affordable and quick.

While we may recall Government urges for us to reduce carbon emissions, recycle, walk not drive and eat healthily we rarely internalise and remember the “how”.

The true catalyst to a world of Responsible Consumerism is not sentiment or good intent but money - and at the moment there's not a lot of that around.

For Responsible Consumerism to hit the mainstream there's got to be a financial benefit - to the producer, to the retailer and ultimately to the home consumer - for everything from food to energy.

And if the likes of eBay, Amazon and the comparison sites can make the buying process easy for us for a whole range of goods - allowing us to quickly see the financial benefits - the door is open for a White Knight or two to do the same for Responsible purchases.

Price, particularly in these hard-pressed times, is one benefit consumers understand more than anything else.

For most of us, priority Number 1 right now is keeping a job and ensuring the paying the mortgage. Priority Number 2 is getting through “all this” and coming out OK the other end.

If the price of Responsible Consumerism - both in cost and across factors like time and ease of purchase - can come down, then the barriers to buying Responsibly disappear at the unconscious level.

What's not to like when responsible purchasing has a genuine and immediately apparent benefit in getting you and your family get through “all this” and preventing similar problems in the future?

It just needs something, or someone, to co-ordinate positive action with genuine scale - and to date, that's not been a role in which either government or pressure groups have been effective.

There's simply been too many organisations occupying the Responsible space and the message has been drowned out by the noise of delivery from each and every one.

Earn the attention with widespread benefits genuinely relevant to the busy lives of struggling ordinary people, start talking with one voice and people will both listen and act.

Tags:  ChampionViraleBayGovernment

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