Bonfire of the Brands

Neil Boorman's book 'Bonfire of the Brands' is an inspiration. The book tells the story of Neil giving up all of his branded goods. He does this, very much for his own emotional well-being. Notably the environmental benefits of consuming less are a secondary influencer and give him some resolve and belief that he is doing the right thing. The reasons why he changes his behaviour are, however, largely personal ones... he was fed up of being 'owned' by brands. 'The problem is not that people own things, the problem is that things own people!' (De Graff et al., 2002). Below is a Bonfire of the Brands video, it is a nice bit of Aldous Huxley themed Environmental Education.



The Good Consumer