The evolution of the empowered consumer

Purpose - An oral history to examine the evolution of the empowered consumer and brand consciousness from 1918 to 1965 as a critical analysis of mass consumer culture in Britain. Design/methodology/approach - The authors trace the changing experience of consumer empowerment and importantly show oral testimony (oral history) as a method able to reveal the complexities of this experience. Findings - Women locate increased choice and responsibility within changing marketing and retailing systems (including self-service, branding and the media). The authors show how increased choice and responsibility was often experienced (at least initially) as challenging or confusing. Originality/value - The study identifies that empowerment is a complex or paradoxical process. It provides empirical support for a growing number of claims that have challenged the linear benefit assumptions given to increased choice arising from classic economic theory and outline a model of the paradox of the evolution of the empowered consumer