Britain is leading the way. The National Consumer Council conducted a study to see which chains are keeping up with consumer expectations.

Morrisons came in for heavy critcism in the report. Morrisons is the only company which doesn’t offer reusable “bags for life”.

Coun Martin Love, leader of Bradford’s Green group, said: “There is an awful lot that all supermarkets could be doing. Now Morrisons has been highlighted as the only one not offering reusable bags, they may decide it’s a good marketing ploy to introduce them.”

Morrisons shopper Sarah Leach, of Cullingworth, said: “If other supermarkets can do it, why can’t Morrisons?”

Jim Gledhill, of Great Horton, said: “We shop at Tesco where they have started using bags and packaging that are degradable.”

A Morrisons spokesman said: “We have an ongoing programme to address sustainable behaviour and we are making positive progress in the areas covered by this report, as well as in others. We recognise the challenge ahead and are working hard to meet our environmental objectives and targets.”

Doesn’t do much good, that. Consumers will judge you by what you do, not what you say.

Now, if Morrisons had only listened to what consumers have clearly been saying for a while now. We could worked with them and planned a reusable bag strategy to make them the most desirable people in their consumers’ eyes.

Yes, a simple, inexpensive reusable cloth bag can do that for you. At an incredibly low cost.

Stumble it!