The citizenship is more than ever for the agenda. After the reign of " I consume, thus I am " the 80s, the 90s and even 2000s established(constituted) a break. The rise(ascent) of the uncertainties, the crisis of institutions, the feeling of resignation of the State and the job insecurity keep pace with a valuable deficit. This loss of marks brings the consumer to look for of the sense(direction) in the way it consumes. By this new attitude of consumption, he(it) looks making it become reconciled with himself(itself) when he is quite at once(the same time) an employee (possibly threatened by a loss of employment(use)), Relative(Parent) (possibly worried for the future of his children) and consumer of convenience goods and financiers. He(It) gets involved more and more strongly in his(its) choices thanks to new value systems integrating(joining) besides the classic valuable and quality criteria, the criteria more public-spirited than economic such as the ecological qualities of the product or still the human and social practices of the mark(brand) which markets them.
This awareness naturally is to be connected(bound) with the strong speaking(voicing of opinions) of the media, NGO(NON-GOVERNMENTAL ORGANIZATION) and miscellaneous organizations which by their mobilizations placed the questions of ethical or responsible economy in the foreground. "Fair trade", " industrial ecology ", " ethical investment ", "sustainable development" crowd in media for some years.. This commitment of the civil society(non-trading company) in favour of the ethical economy kept pace with the initiatives of the public actors among whom the previous creation of the State Secretariat of the united economy and the new naming of the Ministry of the Environment are the most striking illustrations.

La citoyenneté est plus que jamais à l’ordre du jour. Après le règne du « je consomme, donc je suis » des années 80, les années 90 et plus encore les années 2000 ont constitué une rupture. La