Intentional Consumerism is, first and foremost, about expressing consumer preferences that are informed by the behaviors of those with whom we do business. It is how we vote every day with every dollar we spend. It is how we move towards a promising future, with each and every transaction. It emphasizes free trade together with fair trade. It demonstrates the power of a more proactive variation with respect to the doctrine Buyer Beware.
There is real potential in such an exercise of ethical consumerism, sometimes called consumer sovereignty; from the super- charged data driven boycott, to the casual expression of preferences. Intentional Consumerism is, to some extent, rooted in the indignation of thinking men and women.