Introduction to Vigilante Consumerism

The term “Vigilante Consumer” was coined by Faith Popcorn in her bestselling book, “The Popcorn Reports” referring to the activism of consumers towards marketing scandals, shams, trickeries and false claims. The trend of activism, according to Popcorn, is reaching everyday consumers because it is very direct and very close. We experience these “marketing immorality” everyday when we buy or avail services that came short of advertisement claims. One time or another, we ask ourselves “Why can’t every product I buy be as good as they say?”

Vigilante consumers can easily fight back by taking their money elsewhere when they tested the product and proved it as a sham. More radical vigilante consumers shout out their regrets through the media and online communities. Come to think of it, more and more websites, especially online communities are screaming and exposing the sham and trickeries of false marketing and advertisement claims. It is easy to get sympathies because goods and services are everywhere. We see, feel and experience, and we can all relate.

Vigilante consumers are not saboteurs or slanderers. Deep in our hearts, we wish that companies are more real, transparent and human. We don’t want to be lied to. We don’t want to be fooled. We just want companies to put their money where their mouth is and back up their claims with realistic results. We want companies to build back the trust they have lost with the consumers. We want them to listen and respond when we have a question. We want them to consider what we have to say. We are not anymore passive consumers. Now, we are vigilant and companies cannot afford to ignore us.