Creativity + Imagination + Smarts

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If you can accept that people (consumers) do have some control over their commercial behaviours and outcomes, then we’re getting somewhere. Purchasing behaviours themselves are sort of like a tug-of-war between personal ideology, mass messaging, crowd wisdom and the bottom line. And consumer culture certainly has the ability to put up a good fight against institutions.

Gunther Sonnenfeld, Consumer Activism in the Social Era