The consumer is fast becoming a David to the Goliath of large companies, as the BBC's Consumer Affairs Correspondent Nicola Carslaw reports.
Consumers now feel they can change the world.
Environmental campaigners now say chemicals are the next target. People Power Companies are going to have to get used to being more open and transparent. With electronic communication, anything people find out about a firm can be relayed around the world within seconds. So, even though consumers may be too squeamish to want to know about, say, slaughterhouse practices, if they are not told, they will be suspicious. And then there's the increase in ethical consumerism.