Systems are designed to deliver. Business organizations are meant to ‘create customer’ by providing satisfying value. ‘Consumption is the sole end and purpose of all production’ (Adam Smith). Consumer formed the centre of neo classical economics. Marshall proposed that goods that provide consumer with greatest satisfaction, pleasure or utility will be bought. But are consumers actually provided with goods which do greatest good for them or for the producers? The market mechanism eventually creates a power structure tilted in favor of the producers and consumers generally are reduced to receiving end.
Consumer movement took roots in the US in early twenties with the publication of a number of books which brought the fraudulent and unfair business practices. In response to subversion of consumer interest the fragmented atomized structure of consumer system began to organize into a cohesive countervailing force. An organized chorus was raised for the State to enact legislation designed to protect consumer interest against unscrupulous business practices. The response of business to this development was predictable. Consumer movement was perceived to be a direct threat.
Democratic system produces two classes by a process of free electoral selection. The exercise of franchise produces an asymmetric power distribution. The very idea of ‘for the people, by the people and of the people’ gets subverted when people here implies the people elected not the electorate. The organization of people either as consumers or citizens is symptomatic of malaise in the system.
Faced with disillusionment, initially it is an attempt in communication which can escalate into seizure. The business took organizing consumers with a pinch of salt, like a threat to their interest. Similar seems to be the response of people in power to recent outpouring of people on Indian streets.
There cannot be a better gift than an idea for improvement. Many companies consider consumer complaints as free feedback about what plagues the system. The complainers are often rewarded and encouraged. British Airways under stewardship of Sir Marshall systematically promoted complaining behavior in order to discover areas of improvement. Systems exist for the so called ‘subjects’. The recent public outcries about laws against sexual crimes and corruption are two important ‘ingredients or features’ that people want from ‘product’ of governance. These two presented a golden brand revitalization opportunity to politicians and political parties but they failed miserably.
Like marketers and their products must reflect the needs and wants of their consumers, the government must produce outcomes that are in sync with the sentiment of its people.