The evolution of the empowered consumer

Purpose – An oral history to examine the evolution of the empowered consumer and brand consciousness from 1918 to 1965 as a critical analysis of mass consumer culture in Britain. Design/methodology/approach – The authors trace the changing experience of consumer empowerment and importantly show oral testimony (oral history) as a method able to reveal the complexities of this experience. Findings – Women locate increased choice and responsibility within changing marketing and retailing systems (including self‐service, branding and the media). The authors show how increased choice and responsibility was often experienced (at least initially) as challenging or confusing. Originality/value – The study identifies that empowerment is a complex or paradoxical process. It provides empirical support for a growing number of claims that have challenged the linear benefit assumptions given to increased choice arising from classic economic theory and outline a model of the paradox of the evolution of the empowered consumer.