Consumer activism presupposes change can be effectuated through championing the relationality of want, as any change is always supplementary to the relationality of a market oriented way of life that is never questioned. Change involves shifting the form of life, this form of activism" preserves the form of life as a given so offers nothing "new" or substantive. It can be understood as the diminishing return of the form of life that necessitates "intangibles of values to supplement the poverty of our way of life. There is complicity with "business as usual" approach to change, meaning there is no change at all, but only the semblance of it.