Economists, increasingly discredited of late, played a major role in creating many of the crises we are now facing. Maybe not a popular thing to say—I’ve been a student of economics, so I get to self-flagellate as I write this—but there is more than a kernel of truth to it.

By measuring growth, success, happiness and well being by consumption indicators, we have skewed our natural interaction with our environment and the human condition and how it differs from one market to another, one culture to another.

It wasn’t until the 1980’s when the first voices of Hazel Henderson and others started gaining traction about the way we measure GDP and GNP. Consumption, the primary indicator of strength and development, has propelled people and their companies to eat more, trade more, compel others to buy more, dispose of more, crave more. The cycle has reached a high pitch in which consumers are bombarded with the newest and best mouse trap without which their lives will be dismally lacking. Intangible quality of life measures were more difficult to determine so they were simply ignored.

The emerging consumer groundswell looks not only at the hard numbers, but also at what they mean to those who are extracting resources, building and shipping products, the buyers, the sellers, the consumers, waste management. What is the real cost/benefit of consumption?

Innovation has no boundaries. It’s an exciting time to be alive. The traditions of indigenous cultures that live close to the earth are being applied in tandem with revolutionary scientific and technological discoveries. An increasingly discriminating population is studying labels, reviewing manufacturing standards, the rights of workers, and the impact on the environment and effects on standards of living. Many consumers, who have many more sources of information on product selection, are increasingly attributing value without blindly following the lead of enthusiastic marketers.

When companies are crafting their image and communications tools for diverse markets, they need to stand out from the noise. A more conscious consumer is looking at the big picture before making a choice. It’s not always just about immediate gratification, but also what it means to the larger community of which s/he considers her/himself a vital and connected player.

When planning your messaging, consider what it means in terms of your market’s short, medium and long-term health. Look beyond quarterly returns and growth models to see the legacy you are creating with each decision you make. You might be surprised to see how much sturdier your communications are. There will be a document—on the Internet--of what you say for a long, long time.