Consumers are growing sick of consumerism! How can we consumerise that ? Well, first we have to tell them that’s what they’re doing; they’re growing sick of consumerism. Then we have to centralise them in a myth of themselves as coping. We have to sell them themselves, making these powerful, almost surprising choices in their strong, surprising lives. They’re “making do & mending”, these strong, sensible people! We admire that so! We can sell them something for it. Something they can consume. Every cloud, for us, has this silver lining.