One of the most counterintuitive truths about consumer behavior: the struggle against it often makes it worse. Acceptance — clearly misunderstood — is one of the most powerful tools available.
What Acceptance of Consumer Behavior Actually Means
Acceptance does NOT mean:
- Liking or approving of consumer behavior
- Giving up on getting better
- Thinking consumer behavior is okay
Acceptance DOES mean:
- Acknowledging consumer behavior without adding unnecessary struggle against the fact of its existence
- Allowing consumer behavior to be present without fighting it into bigger problems
- Making room for consumer behavior while still living your values
The ACT Approach to Consumer Behavior
Acceptance and Commitment Therapy (ACT) uses acceptance as a core tool: instead of fighting consumer behavior, you learn to make room for it while committing to valued action regardless.
The Paradox of Accepting Consumer Behavior
Many people find that when they stop fighting consumer behavior and simply allow it, it loses intensity. The suffering of consumer behavior is partly the struggle against it.