One of the most critical trends in consumer behaviour

Of the six to eight key trends we are facing right now, arguably this is one will arguably have a more profound impact than some others.

The Trendwatching Report calls it ‘guilt-free consumption’ and it is well worth a look. They define it as follows:

epic quest for more aware, more ethical, more sustainable consumerism.

The most compelling statistic is quoted as follows:

Indeed, a recent global study identified 2.5 billion of these 'aspirational consumers' (representing one third of the global consumer class). These consumers are defined by their love of shopping ( 78% ), desire for responsible consumption ( 92% ) and their trust in brands to act in the best interest of society ( 58% ).(BBMG, GlobeScan and SustainAbility, October 2013)