Guilt Trip : From Fear to Guilt on the Green Bandwagon

There was a time, faced with foreign wars or natural disasters, collapsing ice shelves and toxic air, when we ran about screaming `Oh God, what can we do? Terrified, we searched for a way out, scattering the tiny boxes at B&Q in search of the energy efficient light bulbs that were to be the world s salvation. Faced with stark images of what takes place on our behalf, we have begun to ask a profoundly different question: `Oh God. What have we done? The shift from fear to guilt is of huge importance. Our questions have changed to: How have you made this jumper so cheap? How have you stopped that country from hurting my family? How can a whole chicken cost less than a coffee? We demand new answers from those who represent us. Guilt Trip explores what this means for brands, consumers and the broader world and examines how crucial the role of the green and ethical phenomena been as a catalyst in the shift from fear to guilt. The phenomenon of guilt is changing the way we respond to what we re told by brand and politicians alike. Guilt Trip provides a means of navigating the practical dangers of the new consumer landscape and provides real world example of both brands and individuals who have engaged successfully with it, and those who are suffering from their refusal to do so.