The opulent society, far from giving life to a consumer with an happy conscience, with a taste accredited totally, ended with promoting one unexpected condition, constructed from one infinity of stratifications and differentiations. Within these caleidoscopic scenes, it has been come to constitute the tribe of responsible consumers. In this article are exposed the first results of a search (currently in course) based on the collection of history of life of the consumers accustoms taken from the fair and loyal trade shops of various Italian cities.