ABSTRACT
This chapter explores existing preconditions for communicative action (CA) on the European Union (EU) single market to emerge. It outlines key elements and differences between strategic action accompanied by bargaining and CA going together with arguing, reasoning and a ‘better argument’. The chapter focuses on how retail practice and new movements in consumer culture may intervene into shoppers’ realities and reshape their values, norms and customer behaviour. J. Habermas is mainly concerned with discussing common public affairs and shaping public opinion, opposing state power and elite’s interests that may potentially mould citizens’ everyday life realms. He argues that aiming to achieve an ideal speech situation, power relations should be absent and only a ‘better argument’ should count. The chapter provides some insight into the relation between the EU, large enterprises and small and medium enterprises. It also focuses on the micro level and addresses customer experience in the private market.
