The two quotations above are equally familiar, yet in different contexts. The first, expressed by an environmental economist, formulates moral concerns over the global impacts of consumption in general. The second, put forward by a housewife, makes explicit the ethical concerns behind a particular consumption practice of seating all the family around the breakfast table. Despite their coexistence, there is a clear tension between the two discourses. The first considers consumption as destructive both practically and morally. The second sees it as a necessary element of maintaining some of the most important values of everyday life: the family, the home, decency and even a moral backbone.