Within an increasingly unequal, heterogeneous, and authoritarian Global North, a new global consumerism movement championed by activist consumers, together with academics, managers, and organizations, has emerged as the ultimate ethical management discourse for a better global future. NGC reframes Cold War official history of buycott consumerism by emancipating “passive” consumers and “insurgent” boycotts. Drawing on decolonial liberating transmodernity from Latin America, this paper shows how and why “old” and “new” dominant histories of consumerism deny the racialist/colonialist side of liberal capitalism. (...) The discussion involves transmodern and counter-transmodern mechanisms and overlooks everyday liberating boycott consumerism against the colonialism/racialism mobilized by subaltern victims of history. We problematize the re-appropriation of transmodernity as a potential path to decolonizing consumerism and management historiography from a majority perspective. (shrink)