Who are today’s ethical consumers? Despite being high profile and capturing current headlines, they have been a difficult bunch to pin down. Much of the British media would lead us to believe they are the affluent middle-classes looking for guilt-erasing labels for their vast shopping mountains to make them ‘feel better’. Or worse still, portray them as fashion victims’ green-washed by the eco-hype – and when did a trendy bag ever change the world? However, today’s self-confessed ethical consumers will no doubt tell you they are part of a new culture that simply recognise the role of consumer pressure and are fed up with political hot air and senseless spin.
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