We are on the edge of a major shift in social attitudes that has the potential to radically reshape society and the global economy and despite the clear warning signals most people don’t see it coming. If we’re smart, we can all give this one a hand and in doing so make our personal lives happier and more interesting.

After active involvement in social change for 35 years, I think I’ve learnt a few things about how and when major shifts occur in social attitudes and values. Some sit under the surface for long periods before suddenly emerging. Predicting their timing requires us to observe the weak signals – the under the surface disturbances that are sending out vibrations but have not yet risen to the top of our busy information and ideas rich lives. When they do break the surface they can then sweep the world with extraordinary speed, now accelerated by technology and social networking.

One such weak signal I think is in on the verge of rising to the surface is the movement to rethink consumerism and consumption. While the issue has been around for decades, it’s no longer being discussed just as a philosophical or political ideal, but as a personal and everyday behaviour - as we shop.