The way we see the world is changing. Once, faced with foreign wars or natural disasters, collapsing ice shelves and toxic air, we ran about screaming 'Oh God, what can we do?' scatting the tiny boxes at B&Q for the energy-efficient light bulbs that were to be our salvation. That reaction has begun to change. 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. From Politics to Marketing, we have begun to ask new questions, and demand entirely new answers from those who represent us. How have you made this jumper so cheap? How have you stopped that country from hurting my family? This book will explore what that new relationship means, showing how the Green and Ethical phenomena played the crucial role of catalyst in the shift from Fear to Guilt. As the "Guilt Trip" begins to take hold, the old model how we communicate with one another is being challenged, and those who fail to spot that change is necessary are in grave danger. 'A provocative, vibrant, panoramic review of the way we live - and shop - today. Hesz and Neophytou pose fundamental questions about the role of fear and guilt in modern consumption and marketing' - Jim Carroll, Chairman, Bartle Bogle Hegarty. 'The biggest economic downturn in our lifetimes has clearly highlighted the limitations of the plc model that has been the basis of our western economy for generations. However, this thought-provoking, well-written analysis shows that there are viable sustainable alternatives, which should be considered as we move to a post recession world' - Patrick Allen, Marketing Director, The Co-operative Group. 'A hugely entertaining analysis that cuts through the rhetoric and offers new insights into the causes and cure for greenwash' - Mark Line, Executive Chairman, Two Tomorrow's Group.