Recent years have seen a shift in our collective identity from consumers to active global citizens. Thanks to the process of globalization, people have become more socially, economically, politically, and environmentally involved. The boundaries of states have blurred, and the ease of travel and access to the internet have enabled individuals to transcend their national identity and embrace the concept of global citizenship. Accenture’s Life Trends report predicts that in recent years, more people have been turning to protest as a way to raise their voices against injustice, in some cases at great personal cost, disrupting companies and whole economies.1
In Citizens, Jon Alexander presents two narratives that have shaped our roles in society: The Subject Story and The Consumer Story. In the Subject Story, people traded personal power for the protection of a dominant leader. This led to hierarchical societies where few had control and the majority were passive followers. Then, we shifted to the Consumer Story, where individuals became central, driven by purchasing choices that defined their identity. However, the current consumer narrative made many overlook our real power: the ability to create options, not just pick from them.2
