In a landmark publication, William W. Lewis, director emeritus of the McKinsey Global Institute, and Ann Mettler, executive director of the Lisbon Council, explain why consumer-oriented policies are good for society – and good for Europe.

Analysing several recent European Commission policy initiatives, they lay out the important role that consumers play in modern economies, and encourage policy makers to shift their attention from the protection of economic incumbents, to empowering consumers, new market entrants, entrepreneurs and innovators.