For Morris the key factor is, therefore, whether customers are willing to pay the just price. If they are, then work can be honourable. If they are not, then work is necessarily going to be – on the whole – degrading and miserable.
So, Morris concluded that the lynchpin of a good economy is the education of the consumer. We collectively need to get clearer about what we really want in our lives and why, and how much certain things are worth to us (and therefore how much we are prepared to pay for them).
An important clue to good consumption, Morris insisted, is that you ‘should have nothing in your houses that you do not know to be useful or believe to be beautiful’. This is a crucial attitude. It doesn’t involve renunciation, it’s not an invitation to bleak renunciation, he’s not trying to make anyone feel guilty or ashamed.