This article examines the regulatory potential of political consumerism through the analysis of two new economic social movements: finance and consumption. The new generation of social movement, of which these innovations are a manifestation, reflect the institutionalization of new mechanisms which aim to control the market according to social and environmental criteria. But these mechanisms are prone to a commercial drift likely to destroy their transformational potential. These mechanisms deserve attention insofar as they reveal a social compromise of the contents of the social responsibility of economic actors and thus of regulatory signals in the era of globalization.