A fundamental shift in consumer attitudes has occurred in the past decade. Social and environmental concerns have moved from society's fringes to the mainstream. Values have not overtaken value in the purchase-decision mix, but they have become a contributing factor for many people. Why buy shoes that you think may have been stitched in a sweatshop in China if there is an equally attractive alternative that reassures you otherwise?

This shift happened to coincide with the era of easy credit and in the context of a booming economy. However, to infer a level of causality - and therefore that values are a phenomenon of the good times that will quickly dissolve in the new economic reality - would be misguided.

Increased consumer concern arose in large part from growing awareness of ethical issues. Climate change acted as the Trojan horse but, aided by the democratisation of information, the awareness went much farther. It was accompanied by growing realisation by consumers that their choices could make a difference.

The high street was the front line here. Leading fashion retailers, such as Marks & Spencer, reacted to this change in attitude and also helped to embed it by making bold statements about their commitment to social and environmental responsibility - and following them up with real action.

None of this has changed. Consumer awareness and concern has not gone anywhere, and many leading retailers have set out a far-reaching agenda of change that runs for the years ahead.

So, consumers are still looking for ethical choices in the shops at the same time as they focus on the cost of things. In this month's Concerned Consumer index, 70 per cent said that they have a higher opinion of companies that spend money on social and environmental activities even in a downturn. They really want retailers to do the same. Affordable values are the name of the new game.

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