Citizens of many modern industrial societies, and in American society particularly, seldom think twice about referring to themselves as ‘consumers,’ accepting the terminology from the world of media and advertising constructed for them by large corporations. Yet in the lives of their grandparents, ‘consumption’ referred to a debilitating disease, and nineteenth century dictionaries equated it with destruction and pillage. Only during the last century did advertising succeed in normalizing what was once an aberration. This is not to say that people are unaware of this process. Many are beginning to wake up to how their lives are packaged and processed; how they are ‘branded’ as children with product loyalties; how their behavior is manipulated by slick advertising campaigns; and how their public spaces have become commodified by the messages of advertising to buy, buy more, and buy again. The problem is that few people know what to do with this realization, or how to respond. Although one would never know it from watching corporate television, there is a global anti-consumption movement afoot. In street demonstrations, classrooms and other public and private gatherings, as well as by way of alternative media and non-corporate sources of information, the movement is growing. In recent years a number of books have begun to question consumer culture, ranging from psychological analysis of advertising to evaluations of the environmental impact of the all-consuming lifestyle.