Consumers’ power

Abstract

What if the act of purchase proved to be the revolution of the twenty-first century? In this chapter and the following one, we will describe the emergence of a new type of power consumers wield on the playing field of globalized trade. We have finally come to the development of the third proposition of our thesis: when consumers behave responsibly, they can make brands reinforce actions that generate social, cultural, economic, and even moral progress.

The people had forfeited the confidence of the government and could win it back only by redoubled efforts. Would it not be easier in that case for the government to dissolve the people and elect another?

(Bertolt Brecht)¹