’Tis the season for purchase power — why right-on retail is the way to make a difference this Christmas

products. It ’s a b o u t va l u e s a n d , ultimately, doing what’s right.

In the UK, women make up to 85 per cent of purchasing decisions — if we collectively want to take a stand against retail giants such as Green, we have the power to do so not through protest or Twitter rants but by choosing to spend our money elsewhere. It’s vital we remember this.

When reports that the chairman of US trainer company New Balance donated $400,000 to a campaign fund called Trump Victory, consumers all over the world got mad, with many burning their trainers. Similarly, when Nike this year backed Colin Kaepernick — he was sacked after kneeling during the US national anthem in protest against racial injustice — conservative consumers burned their trainers too. Brands are powerful but it’s the public who are bringing about the changes to how and why we buy things.

In the UK, we let Black Friday become a thing in 2010, when US retailers decided we should have it too, but in 2018 it feels even more soulless. So on this Black Friday I hope we continue to consume more consciously. If you get stuck remember to ask these three most important questions: do you need it? Is the company a good company with values you align with? And will there be a really enormous queue?

It’s the public who are shaping the future and bringing about the changes to how and why we consume