Mr. Yerawadekar, who leads the band Low Mentality, teaches a rock-music program at the Bank Street School for Children in the Morningside Heights section of the city.

WSJ: Clap Hands for Superhuman Happiness | By Jim Fusilli

But it will take more than a handful of firms to change the British consumer mentality, says Vincent-Wayne Mitchell, professor of consumer marketing at the Cass Business School, City University London.

BBC: Buy British: Why isn't there a new campaign?