How should consumers exercise their basic economic powers? Recently, several authors have argued that consumption to bring about social change must be democratic. Others maintain that we may consume in ways that we believe promote positive change. This paper rejects both accounts and provides a new alternative. It argues that, under just institutions, people may consume as they like as long as they respect the institutions’ rules. Absent just institutions, significant moral constraints on consumption exist. Still, it is permissible, if not obligatory, for people to pursue non-democratic, genuinely positive, change within whatever moral constraints exist.