The crux of this paper is that responsibility for the conscience of the marketplace is shared among consumers, governments and industries and that this sharing is a complex dynamic. In order for consumers to participate responsibly, with a moral conscience, in a consumer society, they have to know that they are being held accountable. They have to know what participatory consumerism would look like and what is expected of them when they are asked to be accountable in the marketplace. To facilitate citizens acquiring this mind set, this paper discusses the nature of participatory consumerism, followed by four suggestions for how educators and others can augment their work so it is grounded in a new taxonomy of consumer education types, leading to a concern