The “shame game” has at least partly superseded the blame game as the 21st century’s favourite pastime. As credos go, it can make people want to do penance for damage potentially done to the environment, even without the religious trappings of earlier eras.

Took a plane instead of a train? Shame on you! Writing 50 sentences saying “I won’t do it again” or whispering 20 Hail Marys under your breath could be enough restitution. But should shoppers who forgot their canvas bag at home and ask for plastic be publicly branded, like Hester wearing the scarlet letter?

With salacious logos advertising “Colon Care Co-Op2” or “Weird Adult Video Emporium” and a message underneath reading “Avoid the shame. Bring a reusable bag”, a Canadian supermarket is taking bag shaming to new dimensions.

“By creating discussions, we can minimise the usage of plastics in general,” the owners said hopefully when introducing the bags. The idea seems to be catching on, but the perception of shame seems to vary. The logos planned to embarrass environmentally unconscious customers have become so popular that the store has launched a new range of them – made of canvas.