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Consumer Activism discusses in an interesting way the complexities of and dilemmas involved in using the market as an arena for politics. Eleftheria Lekakis argues for putting more scholarly emphasis on the global South and considering more systematically the role of nationalism, race, ethnicity, gender, feminism, and environmentalism in this form of activism. Thought-provoking examples on these topics are included in the book. Importantly, the book focuses on the role of celebrity and corporate promotion, and even anti-consumerist activism.

Consumers of the world, unite! Consumer Activism is both an excellent intellectual reference and a savvy guide for educators and students. Eleftheria Lekakis reminds us that as consumers, we can do much more than just buy our way out of social or political problems. Through creative and collective efforts, consumers can work to end unfair and inequitable market practices, and can promote concerted action on such major issues as climate change, racial justice or women’s rights.

This book offers a crucial intervention to both critical studies of consumption and action research into activism. It authoritatively explores the complex and multiplying links between branding and neoliberal culture, consumer practices and social justice, and calls for an urgent renegotiation of ethics in response. Consumer Activism will be an indispensable resource for research and pedagogy in the urgent years ahead, as humanity reckons with the effects climate change, deepening inequality, and increasingly feverish consumption. 

An interesting, well written, and thoughtful book that by posing particular emphasis on advertising and promotional communication addresses the complex question of why consumers, especially in wealthy nations, keep overconsuming by virtually ignoring the consequences on other people and our planet. Eleftheria Lekakis critically explores alternatives and opportunities for resistance by focusing on practices of consumer activism aimed at raising awareness and promoting more just and sustainable uses of the marketplace. 

With a rich array of illustrative examples, this new book shines a light on consumer activism, and the myths that surround political resistance in promotional culture. In travelling this path, Eleftheria Lekakis draws on key thinkers in the field, and confronts us to ask: to what extent are consumers agents of change? And, has the very idea of ‘social change’ been harnessed and commodified by advertisers? This unflinching book provokes us to think about the ways social justice, ethics and diversity are embedded within the symbolic ambiguities of an immersive market-facing society.

What is consumer activism? Does it contribute to ethical or sustainable consumption? What are the related actors and factors associated with this phenomena? Under which manifestations of injustice is it salient? This book adopts a consumer culture theory perspective to address comprehensively, critically and scientifically those important questions for our societies.

Lekakis’s thought provoking book is an essential guide for researchers investigating consumer activism and for practitioners who believe they can, in the spirit of Graeber and Wengrow, reinvent realities. It opens up questions on how and to what extent these realities can be reinvented through consumption activism, highlighting the complex and nuanced dynamics. 

Lekakis critically examines how citizens, collectives and corporations use the marketplace for political purposes. The strength of Consumer Activism rests in its ability to comprehensively navigate readers through the interdisciplinary and shifting terrains of consumer activism studies, advocating for a systematic consideration of the role that nationalism, race, ethnicity, gender, feminism, environmentalism, celebrity, influencer and anti-consumerism play in consumer activism.

Lekakis investigates the dissipation of capitalist consumerism and the immoral practices of current markets, as well as possible alternatives of resistance to destructive capitalist consumerism... One of the strengths of this book lies on its insightful analysis of examples both from the Global North and the Global South. The book takes a truly global approach by strategizing and staging strategies of consumer activists, as well as the cultural differences in a globalized capitalist world.