Fringe Consumers

Abstract We all consume the humanities through our engagement with the cultural, creative, and historical materials that influence our views on ourselves, others, and the world around us. However, can consumers also be considered humanists? We argue the answer is yes when consumption choices become symbols and expressions of one’s authentic self and meaningful connective points to others. Using hard-core surfing enthusiasts and thrifters as examples, we introduce the notion of fringe consumption as a form of cultural entrepreneurship and public expression of the humanities that centers individuality, authenticity, and otherness in an otherwise dominant mainstream environment that pushes people to always want more of the same.