Not too long ago, ethical gifts were an unusual choice. But this season ethical retail appears to be hitting the big time and purchases will hit an all time high. Why? The world's changing as more and more of us realise that if we would like forthcoming generations to enjoy contented, productive, comfortable lives like ours, something must change.

Global warming makes people more conscious of the planet. Globalisation has helped make us more conscious of the human cost of the goods we buy, not only the price. We're more clued up about the source of the products we buy, and the possible damage their production causes to countries, environments, wildlife, people, resources and economies.

Much like any cultural change, it's gradual. But it is happening. As a result buyers take more time and care over the things they purchase. Quality has become more important than quantity. Prices are becoming less important than source. Little by little, just how we feel about shopping is changing for the better.

There are other signs of change. As the budget deficit bites, conserving money has become essential rather than 'nice to have'. 'Make do and mend' is popular. Knitting, sewing, home baking and grow-your-own are near the top of many people's list. We're joining long queues for allotments and private firms are purchasing up land to rent to individuals who want to grow their own food.

Energy is getting more expensive and many individuals are beginning to consider insulation, renewable power sources, green tariffs and adding clothing rather than turning the heating up. Austerity? Perhaps. But there's a positive side to consuming less and, when you do consume, doing this responsibly.

Many are looking forward to the tipping point - happens at which more of us are buying ethically than not. Economics sits at the bottom of this dramatic cultural change and once demand exceeds supply, ethical goods are going to be firmly on the map, mainstream.