Framing consumer education conceptual innovations as consumer activism

This position paper developed the argument that creating innovative and forward‐thinking conceptual approaches to consumer education is a proactive process, the trademark of consumer activism. Assuming that (re)conceptualizing consumer education is a form of consumer activism, this article identified the conceptual contributions and intellectual innovations of 24 consumer education initiatives in North America (1962–2012). Using an historical analysis method, this study profiled consumer educators who tried to stay ahead of the curve by creating leading‐edge approaches to socializing people into their consumer role. In effect, they were expressing their personal and intellectual convictions about the potential and possibilities of consumer education as a means to promote change to protect and empower people in their consumer‐citizen role.