In the last 50 years, the global population has consumed more goods and services than the combined total of all previous generations (Tillard 2000) This growth in consumption has fostered economic growth, environmental degradation and improved the quality of life for many. However, consumption patterns differ significantly between developed and developing nations. Tillard (2000) notes that the richest one fifth of the world accounts for 86% of consumption whilst the poorest one fifth account for about one percent of consumption.