This month’s Trend Briefing highlights nothing less than the future of consumerism, if not that of business at large (yes, the future of humanity will follow next month 
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Building on our recent Trend Briefings on CLEAN SLATE BRANDS andDEMANDING BRANDS, and bringing together various strands of the HUMAN BRANDS and BETTER BUSINESS mega-trends, GUILT-FREE CONSUMPTION (GFC) is a compelling answer to the current, epic quest for more aware, more ethical, more sustainable consumerism.
Definition:
Fueled by a pervasive awareness of the conflicts between their consumerist impulses and their aspirations to be ‘good’, experienced consumers are increasingly wracked with guilt. The result? A growing hunger for a new kind of consumption: one free from worry (or at least with less worry) about its negative impact, yet that allows continued indulgence.
