Commodity Fetishism and Consumer Senses: Turn‐of‐the‐Twentieth‐Century Consumer Activism in the United States and England

At the turn of the twentieth century, the National Consumers’ League, the Co‐operative Wholesale Society, and the Women's Co‐operative Guild encouraged people to become ethical consumers. I argue that we can explain their common strategies by invoking commodity fetishism. By casting their consumer activism as a practical response to the fetish of commodities, we explain: 1) activists’ use of sensory techniques – both figurative and literal – to connect producers, commodities, and consumers and 2) their commitment to the ethical power of the senses. This account reveals the virtues of commodity fetishism as a tool for understanding the dynamics of consumer activism.