Distracted, annoyed and saddened by the commercial 'noise' of modern capitalist society and my reluctant participation in it, I have been wondering for many years, too long in fact, how best to put my contrary beliefs into action. When I was younger, my energies were spent on resisting institutional authority and protesting the many injustices I witnessed on an almost daily basis. I have resisted the 'me first' ethos with all my heart.