"A crucial intervention to both critical studies of consumption and research into activism. It authoritatively explores the complex and multiplying links between branding and neoliberal culture, consumer practices and social justice. "– Professor Mehita Iqani, Stellenbosch University"Eleftheria Lekakis reminds us that as consumers, we can do much more than just buy our way out of social or political problems. "– Professor Melissa Aronczyk, Rutgers UniversityConsumption and resistance are entwined. From buying fair-trade, to celebrity advocates for social causes, to subvertising and anti-consumerist grassroots movements, consumer activism is now a key part of our fight for social and environmental justice.This book is a comprehensive exploration of the complexities and dilemmas of using the marketplace as an arena for politics. It goes beyond simply buying or boycotting to critically explore how individuals, collectives, corporations and governments do politics with and through consumption.Impassioned and always accessible, explores: