About the book
People consume things. Consumption does not define them.
We Are Not Consumers extends Louis Seeco's long exploration of marketing, culture, language and the everyday life of people. It challenges brands, marketers and institutions to look beyond the commercial labels that flatten human beings into neat buying categories.
The book is especially relevant for business leaders, agencies, students, researchers, educators and anyone interested in how brands can understand people with more respect, depth and cultural intelligence.