(At least when it comes to commercial goods and services. A lot of the really good stuff about is still free!)

It seems obvious doesn’t it?

Clients agonise over cents. They will choose a sweatshop manufacturer over one that employs people with Downs Syndrome. And yet at the same time, they will splash out obscene amounts to use some celebrity’s face in their product endorsements.

Maybe customers prefer the cloying cocoon of celebrities over doing a good thing or caring about where what they use comes from.

Change can only come from us as individual consumers, in the buying decisions we make. It also comes from us as business owners, in how we choose to operate our businesses.

Perhaps the most practical gauge is this – would you pay full price for the product you sell?