Consumers are increasingly conscientious in their shopping habits, but pay little heed to the provenance of their power. Take the source of that coffee in that cup in front of you. Where’s it from? Is it ‘fair’? Who supplied it? How much does it cost? Is it ‘green’ or ‘organic’? In contrast, energy, electricity and power aren’t regarded with such evident consideration and curiosity, although paying an expensive utility bill certainly provokes its fair share of worry and concern.

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