The consumer manipulates marketers and the marketplace through pressure, protest and politics.
«The Vigilante Consumer is about consumers who are really being angry… and doing something about it. So when you see that consumers are protesting large companies that they don’t fell that they’ve been green enough. Or you see that they’re protesting, you know, the whole idea of exporting immigrants. That’s the Vigilante Consumer. And that is a consumer that can bring down a brand, because the Vigilante Consumer had something he never had before: and that is the Internet» Faith Popcorn @ Brain Reserve