People are embracing the fact you can't be, and shouldn't be, good all the time. We're under increasing pressure to eat healthily, look presentable and act ethically, with the media, advertisers and even our peers constantly providing us with stentorian instructions on how to live better lives. For some, the Cutting Loose attitude manifests itself as an occasional blowout in times of external stress – the rise of alcohol consumption in times of recession is well documented. For others it’s a more casual letting go of previous efforts, in the belief that “everything will probably work out fine anyway.” Consider the growth of reality TV, a solid marker for trash consumption: there were four reality TV shows in 2000. By 2010, there were 320.You can read this week's issue here.