The Paradox of Political Consumerism: Neoliberal Natives and the Crisis of Political Imagination

Political consumerism is frequently celebrated as an expansion of youth political participation or critiqued for its structural ineffectiveness to advance young people’s political contestations. Moving beyond this evaluative binary, this article investigates its underexplored cultural and affective implications. It defines the paradox of political consumerism as a condition in which young people’s political intent is channelled through consumer choice, only to be pre-emptively neutralised by the very neoliberal ‘business ontology’ it seeks to resist. This article interrogates this paradox through a series of focus groups in the United Kingdom and Greece among ‘neoliberal natives’; a unique generational unit whose entire civic socialisation has occurred within a totalised market logic, anchored by the historic, unfulfilled promises of the Brexit and Grexit moments. Informed by Critical and Cultural theory, the analysis explores how political consumption functions simultaneously as a meaningful political gesture and an ideological constraint. Rather than dismissing youth commitments as superficial, the article situates them within a broader political economy that individualises responsibility, commodifies dissent, and constrains their political imagination. What emerges is an ambivalent subjectivity: a generation that knows very well the limits of their market-based engagement—yet continues to participate in it.