Consumer resistance and the coming post-neoliberal order

This commentary uses Gary Gerstle’s concept of political orders to reinterpret the rise of consumer resistance as a signature scholarly preoccupation during the neoliberal era. It further assesses how neoliberalism’s ongoing crisis unsettles the field’s inherited frameworks, reshapes the conditions under which resistance becomes meaningful, and opens space for alternative political imaginaries. The commentary concludes with speculation on where consumer resistance scholarship might be heading in the post-neoliberal order and what conceptual tools and sensibilities the new order might require.