All of us are consumers. As consumers, we are the ones that tell companies, through our consumption of goods and services, which goods and services they should produce and to what extent. Because companies will likely not produce anything for which there is no demand among consumers.
We also influence the production of pre-products, ie those goods and services that are used for the production of end products. A car, for example, has a large number of pre-products, all of which are included in the ready-to-use vehicle. Whether this relates to larger metal or plastic pieces or prefabricated electronics parts … such pre-products would not be produced, if we would not buy cars. We even determine the fuel vehicles use. We decide, through our purchasing decisions, whether the mass of new vehicles will be equipped with internal combustion engines (gasoline or diesel as fuel) or with electric engines (using battery-stored electricity as a fuel). While producers can always initially determine which products they would like to offer us, we will eventually tell them whether or not we want these products. Hence, if many consumers will no longer buy cars with internal combustion engines, then automakers will likely switch their production to electric vehicles.
This happens with all goods and services, with clothing, electronic products, vehicles, food or banking, transport and power supply services. With every purchase, we determine which products and which production methods will become standard in the economy. We, the mass of consumers, tell companies, through our consumption preferences, what is “marketable” and what isn’t.