British retailers are concerned: the drop in sales reached 8.9% the lowest since 2008’s financial crisis. But why after all should we buy? Especially when many of us are saving for the essentials. There’s also a deep change of attitude towards consumerism itself. Maybe we are going through a collective change of mind which will lead us to a new era of awareness where inclusion and identity are no longer based on how you look or what you own, but on the level of creative participation to make a change in our society.