Many of us would consider a good day's shopping one where we wear out our credit card.
However, shopping just for pleasure is not enough nowadays. We would like that something different and attractive. We wish to know that the world is a better place as a result and that the bag we carry it in did no harm to the environment.
Consumers are now becoming the new eco-warriors. And the latest accessory is a social conscience.
Tomorrow is World Environment Day and its organisation has shoppers in sight, having launched Wayne Hemingway's Bag For Life, which is biodegradable and can be re-used.
Last year the organisation saved 3.4m plastic bags and is deemed a genuine fashion accessory .
Not only do organic food and beauty products add to your kudos, so does the car you drive. Gwyneth Paltrow , Scarlett Johansson and Julia Roberts drive a Toyota Prius which proves that they all take CO2 emissions seriously.
A new American Express survey shows that a third of us now consider ourselves conscience consumers. We buy what we think is right and what is also fashionably seen to be the right thing to do.
A-listers like Jade Jagger and Naomi Campbell wear the most recent ethical labels, such as, Ciel and People Tree.
Plus, Bono's wife Ali Hewson has launched Edun, the socially conscious designer clothing line now stocked by Selfridges, Harvey Nichols and Harrods . Helena Christensen is a huge fan and Cameron Diaz loves the jeans.
