This introduction presents an overview of the key concepts discussed in the subsequent chapters of this book. The book is the story of the rise of consumer power and the changes therein. Technologies are certainly a key factor along with economic shifts and efficiencies in tandem with consumers and their need to make wise choices and thrive. Happiness is part of the equation. This chapter introduces the fundamentals of consumerism and the changing world, including the steep rise in international business in which people live. Since they are all consumers, consumer economics is not esoteric; it is applicable every day. Consumer economics is the study of how people deal with scarcity, fulfill needs, and select among alternative goods, services, and actions. A combination available at some universities is consumer journalism or media studies, which combines the study of consumer economics with advertising, journalism, public relations, and communications.