Forecasting developments in consumerism and consumer protection

This paper proposes three areas in which consumerism may be forecast: cost-effectiveness, consumer representation and approaches to consumer research. The implications for management are spelled out and the responsibilities of marketers towards the fulfilment of consumer wants are reiterated. Critical evaluation of the recent activities and attitudes of consumerists in Europe and the U.S.A. indicate an approach to the forecasting of future consumerist activities. Corporate managements need to be able to plan for the likely impact of further consumerism and consumer protection measures and this paper indicates one method of doing so.