CHAPTER 11

Consumers Care

KoAnn Vikoren Skrzyniarz

Founder and CEO, Sustainable Life Media, producers of Sustainable Brands

OVER THE PAST HALF CENTURY OR SO, OUR COLLECTIVE sense of whether we are living a good life has shifted away from the original values of “life, liberty, and the pursuit of happiness” that shaped our country. Those values that united us as citizens have slowly given way—thanks in no small part to the advertising and marketing industries—to our seeing our collective selves as consumers more than citizens, as little more than commoditized objects to serve the global economic engine.

When the word consumer was first used as early as the Middle Ages, it meant “one who squanders or wastes.”1 Today the term can be used to describe ...

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