Others who had more money were also accustomed to this “conscientious shopping,” but for other reasons. Perhaps they were more aware of where the money was going, wanting to support the local economy. Or, perhaps they were more focused on contributing to the greater good.

And all of us, rich, poor, immigrant or ‘Daughter of the American Revolution,’ had much less stuff. We didn’t need more then, and we don’t need more now. I think many people are coming back to realizing this.

Our landfills are half loaded with junk that we didn’t need in the first place. The other half is junk that has deteriorated in quality so much over the last few years that we’ve had to replace it.

Conscientious shopping is back. Challenger Brands — take note, because the cheap goods shopping spree may be nearing its end. People are starting to want quality over quantity again. And just in time, too. Let’s not even get into questions of sustainability…or let’s.

As usual, Challenger Brands are on the leading edge of the curve. In an interview with Form magazine last year, Lennart Ekmark, IKEA’s original design director, said, “The global economy, which is based on the idea that nothing can be allowed to cost anything, cannot be sustained. Consumption and production have to move closer to each other.”

Thought leader and Finnish design company Iittala published its philosophy entitled “Against Throwawayism” on its website. The central theme: less is more.

In 2008, men’s clothing designer Joseph Abboud launched his line called Black Brown 1826. He is using old-school, small manufacturers in North America for their quality and ability to maintain his mid-range price point. He stated that this was a better option than going offshore, because he wants his success to be based on a total commitment to putting the best product possible on store shelves.

I, for one, will be looking for Challenger Brand companies that offer high-quality, well-designed and sustainably manufactured products. I want to have fewer but well-chosen things that are beautiful, well-made, fairly priced and earth-friendly. I don’t want to be surrounded by stuff…mine or anybody else’s.