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The authors propose that mindfulness is an antidote to mindless consumption, which adversely affects individual and collective well-being. The concept of mindfulness is explained and applied to the consumption context. More specifically, the authors examine mindful consumption as an ongoing practice of bringing attention, with acceptance, to inner and outer stimuli, and the effects of this practice on the consumption process. The transformative potential of mindful consumption is reviewed across domains of consumer, societal, and environmental well-being, with suggestions for future research. The article highlights some of the challenges to realizing the transformative potential of mindful consumption and concludes with suggestions for the actions that consumers, institutions, and policy makers could take to promote mindful consumption.

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Contemporary consumers, societies, and ecologies face many challenges to well-being. Consumer researchers have responded with new attention to what engenders happiness and flourishing, particularly as a function of consuming more wisely. Consumer wisdom has been conceptualized as the pursuit of well-being through the application of six interrelated dimensions: Responsibility, Purpose, Flexibility, Perspective, Reasoning, and Sustainability (Luchs, Mick, and Haws 2020). However, up to now, the roles of marketing management and government policies with respect to enabling and supporting consumer wisdom have not been thoroughly and systematically considered. To do so, we adopt an integrative approach based on a range of theoretical and empirical insights from both wisdom research in the social sciences and in consumer research. We weave those insights into the stages of an expanded version of the circular economy model of the value cycle, within which we also include the traditional four Ps of the marketing mix. This approach allows us to identify how marketing practices and public policies can enable and support consumer wisdom, resulting in advancements to well-being and the common good as well as restorations to the missions and reputations of business and government.