Getty Images "One Life”

Getty Images have released a Map report on “One Life”, a trend toward individual living life…

Ultimately the One Life trend is about focusing on the individual. However unlike the ?me decade? of the a ?70s, the ?greed decade? of the ?80s and the ?lifestyle decade? of the ?90s, the One Life consumer is constantly reminded that consumption comes with a price. Hence the emergence of the ?confessional consumer?.

These consumers are aware of environmental issues, buy organic, recycle but also drive 4x4s, make the most of trips away on cheap airlines and still just about enjoy the pleasure of upgrade culture. Confessional consumption is conspicuous consumption with added guilt. It?s the psychology of consumers who will open up to friends about their ecological ?no noes?. They are ?piecegreen? consumers who pick and choose their environmental moments.

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