Voices for Change: the Consumer Right to Representation

World Consumer Rights Day 2002: Voices for Change
3 Models of Representation
and Consultation
In practice, consumers exercise their “right
to be heard” in many different ways. How
should we describe the various systems of
representation? What can we say about
their advantages and disadvantages? In
this chapter, Colin Brown evaluates
different systems and institutions set
up for decision-makers to hear the
consumer voice.
The crucial element in the definition of
consumer representation is that the decisionmaker
acknowledges the consumer’s right to
be heard – and has a system for listening.
There are many mechanisms employed by
governments, public bodies, industry and
trade bodies for the consultation,
representation and participation of consumers.
Hearing the consumer
The “consumer voice” can mean different
things to different people. This is reflected in
the various institutional arrangements for
representation and consultation. The consumer
voice can mean the opinions and views of
ordinary consumers, or it can mean an
articulation of the consumer interest, typically
expressed by consumer organisations.
Listening to consumers can mean taking note
of their needs, or their preferences and desires,
or their habits and behaviour. These different
voices are sometimes in tune with each other,
and sometimes not.
Which of these voices is heard depends partly
on what consumer representation is intended
to achieve. Different aims can lead to different
practical approaches. In the consumer
movement, we tend to see consumer
representation as a way of “balancing the
scales” – as a counterweight to the power of
producers and suppliers. In some
circumstances, we also see representation as a
mechanism for resolving individual consumer
problems and complaints. Others see the aim
of consumer representation as contributing to
plural democracy, with the organised
consumer voice being heard alongside many
other interest groups, including other nongovernmental
organisations (NGOs) such as
sectoral charities, self-help groups,
development organisations and environment
groups. A very different view is that the aim of
consultation and representation is to connect
decision-makers directly with ordinary people
speaking for themselves, to achieve a closer
democratic engagement between the public
and policy-making. An underlying aim, shared
by all of these perspectives, is to produce
better policy and better outcomes by getting
decision-makers to take consumer needs
into account.
Speaking for others?
In practice, there is no best model for the
right to be heard. Different systems of
representation and consultation deliver
different aspects of the consumer voice. One
important consideration is whether consumers
are heard via representatives (whose job is to
argue the consumer interest and relay
consumer views) or whether ordinary
consumers are invited to speak for themselves.
Often, because of their connections with
consumer organisations, representatives are
well-equipped to present a considered view of
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