Cell phone charging has never been as great an exercise as it is with Orange's new Power Pump.

The Orange Power Pump is being launched in Glastonbury soon, and uses leg power to charge dead cell phones. The user pumps their legs, which moves a fan, which (don't ask me how) charges the phone.

The Orange Power Pump is a good eco option, but probably only for workout lovers.

Implications - Consumers are now faced with a growing concern about the environment, and any products that alleviate this anxiety will target a large consumer base. Individuals are looking for products that will allow them to feel empowered in that they are making a difference in the world through their purchases.