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Can shopping save the world? The Story of Change urges viewers to put down their credit cards and start exercising their citizen muscles to build a more sustainable, just and fulfilling world.
Host Annie Leonard points out that we have two parts to ourselves; it's almost like two muscles - a consumer muscle and a citizen muscle. Our consumer muscle, which is fed and exercised constantly, has grown strong. So strong that "consumer" has become our primary identity, our reason for being. We're told so often that we're a nation of consumers that we don't blink when the media use "consumer" and "person" interchangeably.
Meanwhile, our citizen muscle has gotten flabby. There's no marketing campaign reminding us to engage as citizens. On the contrary, we're bombarded with lists of simple things we can buy or do to save the planet, without going out of our way or breaking a sweat.