Some Questions

I’ll end by doing what researchers do best - asking some questions:

• What are the broader positive and negative consequences of the products and brands we work on?

• If there were a morality of consumerism, on what would it be based?

• Should we take the postmodern view that consumers are self-aware and choose when and how to consume, or can they be rightly seen sometimes as victims of a greedy capitalist system?

• Could we attain a state of ‘no logo’ (a personal identity without brand references) on a personal level, and if so, by what means would we construct others and ourselves?

Finally, and importantly... are our clients concerned with any of this? These are not idle questions. I hope that the qualitative community is motivated to respond.