It's a simple sentiment - the desire to straighten out the mess which we, the human race, have put ourselves in. The ever pressing need to accumulate sh*t we don't need, at ever decreasing prices, while the cost to the Earth spirals out of control.
Take milk for example. Tesco's sells milk for £1 per 4 litres. Farmers currently get paid between 17-28p per litre. However, it costs 31p/litre to produce. Our desire for cheaper groceries is putting farmers out of business. Want to Unfuck the World? Start closer to home - buy fair trade on your doorstep.