This introductory article makes a critical estimation of the impact of pandemics on the Global South consumer's well-being. Our paper moves beyond the concerns of the other papers of this Special Issue. Instead, we focus on the issues of the vulnerable, marginal, and subaltern consumers of the Global South-experiences and anxieties, distinct from those of more "modern," capitalized, industrialized, democratized, and economically liberated Global North consumers. We offer the North-South comparisons across national lines or from block to block that bring in a series of promising directions and new currents in the critical, interdisciplinary studies of consumer affairs. Primary perspectives and associated topics for future agenda impacting TCR highlighted are (i) socio-economic inequalities and injustices, (ii) environmental injustice and sustainable future. We finally suggest an innovative research paradigm, "altruistic-activist consumer research," to address the concerns and impact the well-being of marginal consumers from the Global South.
K E Y W O R D S"altruistic-activist consumer research", consumer well-being, environmental injustice, Global South, India, pandemic, socioeconomic inequality and injustice, sustainable future, TCR When it arrived in the unforgiving industrial towns of central Mexico, the sandswept sprawl of northern Nigeria and the mazes of metal shanties in India's commercial capital, Mumbai, COVID-19 went by another name. People called it a 'rich