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In the fall of 2005, the Association for Consumer Research began to develop and support a movement within the organization called Transformative Consumer Research endeavor seeks to encourage, support, and publicize research that benefits quality of life for all beings affected by consumption across the world. Transformative Consumer Research is impelled by specific fundamental problems or opportunities related to consumption. Accordingly, these investigations strive to develop insights that can be directly communicated to and acted upon by consumers or their agents (e.g., caregivers, policy makers, executives), for the purpose of upholding and improving well-being for individuals, subgroups, societies, and other living entities.

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