We’ve already got sweat-shop-free clothing brands, the return of neighbourhood retail and anti-supermarket sentiments, but we still haven’t seen anything yet. In the future customers will be interrogating brands online and scanning products in supermarkets with mobile phones to check on the ethical policy of brands (you can already do this in Japan). Ethically based retail concepts (think Body Shop or fair trade coffee) will grow in the future although customers’ willingness to pay high prices or suffer inconvenience will naturally limit growth in this area.