Sustainability is the new buzz word. While a lot of the marketing in the ethical sector tries to ficus on hope and inspiring people to “Buy Green” theres no getting away from the fact that shame-ing people who are “brown consumers” (I mean even the name?) is a part of the strategy. But are green consumers really helping the planet are they doing their bit to help hold back the looming ecological disaster about to befall us? Isn’t Green Consumer just an oxymoron? Rather like the caring Tory .