Definition
The concept of consumer-citizen mirrors the overlap between private consumption and public citizenship, reshaping the boundaries between consumption and civic engagement. It integrates the roles of consumer and citizen, aiming to bridge the gap between individual and collective interests. Individual interests result from needs, preferences, or personal values that drive consumers’ choices at the micro level, for example, size of dwelling, overseas vacations, kind of transport, “green” products, “green” brands. Collective interests are based on shared values of citizens that are addressed by public policies at the macro level, for example, access to affordable public transport, product regulation, luxury taxes, and carbon taxes.
By bringing these perspectives together, the concept seeks to harness the positive aspects of both identities to contribute to the common good, particularly in terms of environmental and social sustainability. Johnston (2008) describes this as “voting with your dollar” to balance individual self-interest with collective social and environmental responsibility (see Boycott and Buycott).
Consumer-citizens are consumers who integrate a citizen’s perspective into their consumption choices, even if these often remain in conflict and need to be reconciled. Consequently, several challenges emerge, specifically in the context of sustainable consumption when considering collective values and goods. The history of the term reveals further facets and the important role of the wider political context.
History
The idea of combining consumers and citizens in one term, as in “consumer-citizen”, has given rise to numerous synonyms and related concepts: citizen-consumer, citizenconsumer (unhyphenated), consumer-citizen, consumercitizen, and consumer-citizenship. Most of these terms focus on how consumers can act as citizens, but the reverse order is also addressed.
The concept has evolved alongside global changes such as the rise of consumerism, the global economy, and the influence of corporations: (1) as a process of extending the sphere of citizenship to include consumer activities (e.g., political consumerism) and (2) by giving a civic character to consumer behavior.
The sugar boycott in the 19th century, which contributed to the act of banning the slave trade in Britain, depicted in the film Amazing Grace, illustrates the first process: political consumerism. It showed that consumers’ collective action could achieve political goals when traditional means were insufficient. It also gave political agency (empowerment, participation) to those who could not vote, especially women, by allowing them to express their civic voice through household purchasing decisions.
Another process leading to the emergence of the citizen-consumer began in the United States in the early 20th century, when the question of consumer rights was raised. To challenge the monopolies that controlled grain milling and food prices, many affected consumers joined together to form cooperatives (see Alternative Consumer Cooperatives).
Later, consumer concerns shifted from essential goods (such as food and coal) to the policies and prices of luxury goods (such as electrical appliances). More generally, attention also turned to the role of advertising, the legitimacy of marketing, and the free market as an alternative form of governance. Over time, consumer issues shifted toward access to free and fair information (“Naderism”) and later in the 1980s, to a process called “alternative consumption” (responses to established forms of consumption) and “ethical consumerism” (a form of political activism based on the premise that purchasers in markets consume not only goods but also, implicitly, the process used to produce them). Sustainable consumption (the use of goods and services that respond to basic needs and improve the quality of life while minimizing the use of natural resources, toxic materials, and emissions of waste and pollutants over the life cycle, so as not to jeopardize the needs of future generations) also came to the fore around this time. The active interest of consumers in sustainability issues emerged and highlighted their role as agents of change and the relevance of environmental citizenship, political consumerism, and lifestyle politics.
Different Perspectives
The different perspectives that emerged around the concept of consumer-citizen originated with the aforementioned events.
The post-war period brought further nuance to the meaning of “consumer-citizen”: Consumer action was framed in terms of civic choice, visible in language use like “voting” and “judging” in relation to purchases, and equated with civic engagement (market choice as a form of citizenship). However, the notion of consumers as sovereign voters in a market democracy (“democracy of goods”) is criticized as superficial, non-informed, and vulnerable to advertising and marketing, which use the concept to reshape society to benefit corporations more than the public and civil society (see Greenwashing).
Neoliberalism introduces new aspects to the meaning of citizen-consumer and citizen as consumer, extending the identity of the consumer to that of a citizen. The terms now refer to individuals who interact with the state and the public sphere from a consumer perspective. This development is also related to the introduction of New Public Management (NPM), which has transformed public service organizations by making them more accountable and legitimate. Citizens became customers who could “buy” certain solutions, services, and goods, while public servants took on the role of public managers. However, this shift institutionalized mistrust, leading to a decrease in trust in government institutions. The role of Members of Parliament (MPs) is replaced by advocacy groups, charities, and NGOs, and shopping has become as important as other civic activities, including democratic participation.
Austerity policies introduced during the 1980s – foremostly in the United States, the United Kingdom, and later in some other countries – further highlight this issue. The concept of the consumer-citizen is used to justify these policies by suggesting a shift of power from the state to individuals. This allows citizens to “vote” with their spending, making important decisions through their purchasing choices. Neoliberalism, as the backdrop for the emergence of this concept, provides a dual rationale: it offers a positive explanation for austerity measures and justifies reducing public spending and taxes by claiming that informed consumers know best what they want.
Most recently, the concept of “data citizens” was introduced, referring to critical and active citizen agency in times of societal datafication and algorithmically driven decision-making. These individuals actively participate in a networked economy, instead of simply purchasing products. They influence social and environmental outcomes through actions such as posting, clicking, and navigating online.
Application
The various perspectives on the consumer-citizen concept shed light on its potential applications, which may inform policy.
- Questions of identity: The identities of citizens and consumers often come into conflict. A citizen participates in a system driven by government regulations and policies, rooted in beliefs about the common good and civic responsibility (see Ecosocial Contract). In contrast, a consumer exists within a market-driven system, guided by the ideology of individual choice and economic interest (see Political Economy of Consumerism). These two identities are irreconcilable because they are based on fundamentally different belief systems. As a result, a person may act as a citizen in some situations and as a consumer in others, but this can create cognitive dissonance. Consumer choices, especially when sustainable options are more costly or less accessible, may not align with civic responsibilities. Therefore, policymakers need to address this conflict, helping individuals navigate the tension between their citizen and consumer identities in a way that promotes sustainability.
- Erosion of the public sphere and its impact on citizenship, autonomy, and democracy: Shifting public concerns to the private sphere of consumption choices risks eroding (i) citizens’ identity and responsibility and (ii) public space, which may expose societies to authoritarian regimes and uncontrolled market forces. Consumer industries are criticized for infantilizing citizens and threatening their sense of autonomy, which comes from public debate and collective rule-setting. Protecting this autonomy from economic influence is crucial.
- Justice and inequality concern: Shifting responsibility to consumers’ choices may be considered unfair, especially for consumers with low incomes. Wealthier citizens who have larger carbon footprints can afford green options that appear “cleaner”, while low-income citizens – even if they consume less – cannot (Household Income Versus Carbon Footprint). Reduced government spending and limited regulations exacerbate this issue, making sustainable options less accessible, and contributing to excessive consumption patterns.
- Responsibility issue: Expanding the individual sphere and over-relying on consumer responsibility is short-sighted and can reduce enterprise accountability, and undermine public policy and collective action. It can be used to justify reducing state regulation, public goods provision, and spending (see Consumer Scapegoatism).
Further Reading
Clarke, J. (2007). Citizen-consumers and public service reform: At the limits of neoliberalism? Policy Futures in Education, 5(2), 39–248. https://doi.org/10.2304/pfie.2007.5.2.239
Fontenelle, I. A., & Pozzebon, M. (2018). A dialectical reflection on the emergence of the citizen as consumer’ as neoliberal citizenship: The 2013 Brazilian protests. Journal of Consumer Culture, 21(3) (August), 501–518. https://doi.org/10.1177/1469540518806939.
Horodecka, A. (2024). Sustainable consumption as a common good. The citizen-consumer approach challenged. In A. Horodecka & A. Szypulewska-Porczynska (Eds.), Collective sustainable consumption. The case of Poland, pp. 51–69. London: Routledge.
Johnston, J. (2008). The citizen-consumer hybrid: Ideological tensions and the case of whole foods market. Theory and Society, 37(3), 229–270. https://doi.org/10.1007/s11186-007-9058-5.
Schild, V. (2007). Empowering ‘consumer-citizens’ or governing poor female subjects?: The institutionalization of ‘self-development’ in the Chilean social policy field. Journal of Consumer Culture, 7(2), 179–203. https://doi.org/10.1177/1469540507077672.