Brands and retailers are not only selling products, but also experiences - and ultimately are participating in shaping a system with different actors and consequences. By selling fast fashion for example, they are encouraging the consumer need for novelty and limited usage of each garment. For customer experience to be called sustainable, brands need to rethink how to give customers an opportunity to be responsible throughout their involvement with a product or service. In other words, design customer engagement that discourages overproduction and overconsumption and further supports long term usage and recycling.The perspective we take in this course is that consumer behaviour is more than buying things. It embraces not only ´shopping´ as an object of behaviour, but also citizen behaviour, which recognises the non-commercial contributions of individuals and communities