We hear a lot of wake-up calls about our planet and its future. Climate change, peak oil. We know there is an urgency about the situation and that we are being called upon to act now. And yet when we look at HOW we’re being called upon to act, we can see that the messages so often relate to us as consumers. Individuals who have a duty to make a difference in the privacy of our own individual lives. Turn our lights off, stop flying, don’t use plastic bags. These activities are, of course, useful. And yet, all the while that ‘consumer’ is our primary identity, we are trying to solve our world’s crisis with the same level of thinking that created the problems in the first place.