Professur für Marketing

What makes anti-consumption important?

In the last two decades of the new millennium, we have seen consumer wellbeing affected in two vastly opposing ways. On the one hand, we see an ever increasing conglomeration of corporations, leading to larger, more ubiquitous, and hegemonic companies; often resulting in a reduction of consumer wellbeing. On the other hand, with the advent of Web 2.0 and the increasing use and proliferation of social media, such as Facebook, Twitter, Pinterest, and numerous consumer advocacy and review websites; we see an augmentation of consumers’ abilities to fight back, and in many cases, increase their well-being. These two diametrically opposing developments (larger and more powerful companies versus increasingly empowered and connected consumers) are in a constant battle, and consumer wellbeing is the issue at the core.