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We're living at this funny time, where we're all urged to express ourselves as unique individuals, but on the other hand, we share a limited set of tools for doing that. It's easy to feel like nothing more than the sum of your consumer choices.

The days of trying to get a consumer to come to you are over. You really have to be in the consumer's world, wherever, whenever and however.

Consumerism is so weird. It's a sort of conspiracy we collude in. You'd think shoppers spending their hard-earned cash would be highly critical. You know that the manufacturers are trying to have you on.

If you think you know the consumer better than anyone, then you're in real trouble. So we take a close watch. You spend time in stores.

I'm caught up probably just as much in the consumer culture as the next person.

When you focus on the consumer, the consumer responds.

We believe we are the consumers, but we are the consumed.

The joy of being a consumer is that it doesn't require thought, responsibility, self-awareness or shame: All you have to do is obey the first urge that gurgles up from your stomach. And then obey the next. And the next. And the next.

That's the kind of consumer society we live in. We're always looking for the next product that's going to change your life instead of just going out and changing your life.

I'm a normal consumer but try to do the best I can. I try to buy locally, and I mostly avoid supermarkets.