The starkest danger of the “consumer in charge” narrative is that itdepoliticizes the challenges before us, at a time when a citizen politicsis most called for. With consumers in charge, only the softest and mostbenevolent policy interventions are required from governments, likeproviding consumers with information on the environmental and so-cial characteristics of products, and information on how to use theseproducts in a better (especially more effcient) way. For these reasons,the consumer sovereignty narrative is attractive to politicians, as itshifts responsibility away from producers, retailers, and those taskedwith regulating commercial activity