For a simple reason: Consumers rule in the capitalist hegemon, the USA, where nearly 70% of the GDP provides private household consumption. No other nation comes close.
As I explored the Livelihood layer of capitalist civilization through volume one of Braudel, I advocated the bolstering of the household as an intermediary between civil society and the highest layer of capitalism, the global — now captured as Neoliberalism.
A seminal source comes from Annie Leonard, now the director of a CSO the powerhouse Greenpeace, the highly informative and entertaining Story of Stuff.
A robust theoretical review from Schnaiburg adds depth to the underlying potential. Barnes captures the neglected significance of the household that, despite its decentralized ubiquity (which can be transformed into a strength) but consumption rests with, well consumers, who can, in effect, vote with their money.
Less direct control over production exists, but indirect means are available, including the market signals emanating from demand. Investors, financial intermediaries, pension funds, sovereigns, however, can exert considerable sway, and do. The withdrawal of financing for new coal-fired electricity plants and nuclear energy (post-Fukishima) have a profound impact through the nerves of capitalism.
Existentially, the decision-makers at the quarternary level live in real-time, with families and with reputations to uphold. Their income suffices. Much potential to guide future investments can result.
I, however, appeal to the consumer to exert leverage that registers and gets results. Cases are needed here. Start with Annie Leonard.
