Is in fact awareness becoming the new avant-garde? Buying meat from the supermarket may be cheap, but does it still have the nutritious values needed to stay healthy? Wearing a t-shirt for the lowest price possible, shouldn't it bother you that the seamstress works too hard for too little money under circumstances we can't even imagine in our worst nightmare? Is it necessary to get a new mobile phone with every renewal of your subscription? Of-course it's nice to have the latest gadget but shouldn't we claim with the purchase of a new device also that our old one will be completely recycled?
Why not to go for lasting quality? A leather jacket or a Chesterfield "age" nicely ... they actually become cherished vintage objects and gain value throughout the years. So where did it all go wrong and why does it take so long to realize that a sustainable lifestyle not only brings more fulfillment in your personal & emotional life, it also is profitable in terms of health, spending less on unnecessary items and making money by selling what you don't need anymore. Andy Warhol once said: "You have to do stuff that average people don't understand because those are the only good things." His views have already proved to be very profitable a number of times. I dare to say: "Awareness is the new avant-garde." How can not spending generate money? The success of Google is the living proof!