Consumers are not individuals isolated from the rest of society. They are part of the society. Hence, the actions of individuals do not affect them as individuals, but in many cases impinge on society as a whole.
Role 1: The consumer must become fully aware of his/her actions on others and society in general. This critical awareness must become the organizing principle of decision making and action.
The word “consumer” has a negative meaning and connotation. Consumers must become aware of this negative aspect. According to Wayne Ellwood, ” Consumers have been seen as de-personalized machines, one-dimensional human beings whose only purpose is to absorb the non-stop flow of trinkets spit out by the convener belt of modern industry.”
Role 2: The consumer has to change this negative perception to a positive one. Consumers must begin to be responsible and discriminating individuals in their choices and decisions.
In essence, the consumer movement is helping to do this. According to Wayne Elwood, “The birth of the modern consumer movement was based on the belief that people could rally together under a common banner. Not to share their alienation, but to heighten their shared collective identity. Consumers could reclaim the word “consumer”, wrench it from its narrow definition within the market system and fight to eventually turn “consumers” into ordinary people.”
Role 3: What this means is that consumers must become more human and humane in their decisions and actions. Also, they must join and contribute to the struggle and work of the consumer movement.
According to Anwar Fazal, “the act of buying is a vote for an economic and social model, for a particular way of producing goods. We are concerned with the quality of goods and the satisfaction we derive from them. But we cannot ignore the condition under which the products are made – the environmental impact and working conditions. We are linked to them and have a responsibility to them.
Role 4: The next important role of consumers is to ensure that our act of buying contributes towards a fair, just and equitable economic and social model that is life-centered and sustainable.
We are increasingly becoming aware that certain products are manufactured using cheap labor and under inhuman conditions. We must reject such products unless conditions are improved. We are becoming aware that chemical pesticides pollute the food chain and water sources. We must reject buying and consuming such products. As enlighten consumers we must send strong messages by not buying such products. Through critical awareness and responsible act of buying we can promote a fair, just, equitable and sustainable development.
Aeren Powwow 