If you want to improve the world a little you simply have to buy the right products. At least that’s what corporations like to imply and thus pass on environmental and social responsibility to consumers. Prof. Elke Schüßler (Institute of Organization Science) explains, opens an external URL in a new window that consumers do have a certain power, but that they don’t pose an organized group and their many individual decisions mostly have little to no leverage. Pressure needs to be built collectively, which often happens through the professional work of NGOs. But the more people try to change something and realize that they can’t, the more likely it is that collective pressure is built by consumers.