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Carol Edwards, Head of Consumer Education, The Consumer Council

What career path led you to work in consumer education?

I was an English teacher for 11 years when I decided to take a year out to go to university and study a course on developing the curriculum.  I quickly realised that many issues relating to young people, like confidence building and anger management were also associated with consumer education. So I was immediately interested in the role of Consumer Education Officer with the Consumer Council when it came up in 1988, the first such post in the UK.  I was lucky enough to land the job and have never looked back since.

What are the key elements of a typical day in your current role as Head of Education?

The first job of the day is to work through any e-mails and review my ongoing To Do list.  Then there are always a certain amount of senior management tasks to be addressed, such as responding to policy consultations.

I manage a busy team of six in Consumer Education to run a variety of projects, as well as dealing with any unforeseen issues and work that comes up.  In the past year, we worked on a unique project in partnership with the Nerve Centre in Londonderry.  We  produced a short film and support pack of activities for youth clubs called “Buy Rights - Have Your Say”. The film is now proving popular with groups across Northern Ireland. To find out more about Buy Rights - Have Your Say, click here.

Another part of my role involves developing strong working partnerships with groups like the Curriculum Council, Trading Standards Service and Government Departments.

I also represent Northern Ireland on the Financial Services Authority’s Schools Strategy Group and the Office of Fair Trading UK’s Consumer Education Strategy Group.

What advice would you give to someone considering a career involving consumer affairs?

I would encourage any young person to consider consumer affairs as a potentially exciting and rewarding career.  Consumer issues touch most aspects of our lives.  It is an area of work that can make a real difference to people  and give genuine job satisfaction.

Do you think consumers today are more aware of their rights?

Research that we carried out in 2002 found that Northern Ireland consumers, especially those who were younger, older or on low incomes, knew less about their rights and were less confident about sorting out consumer problems.  In fact, fewer Northern Ireland consumers (41 per cent) consider themselves well informed about their consumer rights than in Great Britain (70 per cent) and traditionally complain to each other rather than address the actual problem with the appropriate person. 

We are continuing to shape our work to target these groups, but there is still more to be done. I believe the earlier we start educating people about consumer issues the better.  Young people today are influencing family purchases from an early age and are powerful consumers themselves with a developed brand recognition even as toddlers.

How have consumer issues changed over the years?

Consumer issues have changed from a focus on consumer rights to a growing emphasis on consumer responsibility and the impact consumers’ behaviour has on the environment and global society today.  Even how people now shop is different, with so many purchases being made through TV or over the Internet.  This makes it essential for consumers to be fully informed about things like secure websites before starting to shop.  While the positive side of this is that the marketplace for consumers is now truly worldwide, there are real concerns about people taking on unmanageable debt.  So it is essential to try to tackle issues such as money management with consumers from a young age.

What single piece of advice would you give a consumer who needs to make a complaint?

I would advise them to address the issue with the appropriate person; be confident, but not aggressive, when making the complaint.  In fact, one of our most popular publications is an information leaflet called Can't complain - Won't complain. It gives people guidance on how to complain effectively and get results, whether it’s on the phone, in writing or in person.  The Consumer Council also manages the award winning Consumerline website which offers information and advice on hundreds of consumer issues at the touch of a button.  The website is runs alongside the Consumerline Helpline on 0845 600 6262.

We have developed a section within our website to help businesses improve their customer care and provide information and advice on consumer issues from a business perspective.  For business information, click here.

What are the most challenging and satisfying aspects of your job?

The most challenging and yet the most satisfying aspects of the job are managing and successfully delivering the wide variety of projects we’re involved in. One particularly satisfying scheme was our Schools Poster Competition. This year, we received 3,000 entries for the competition.  It is great to see the quality of the work that even very young children create and the fact that the message on responsible consumer behaviour is reaching them and that they are taking this message home to their families and communities.

Do you have any major goals for the future?

The group of people who need consumer education and information the most are also the ones that are hardest to reach because they are socially isolated.  Reaching these people is a major goal for the future.  We want to do that by working with representative organisations who can pass on skills, knowledge and information directly.

Have you ever had to practice what you preach?

Yes, most people need to be financially disciplined and I practice what I preach when I need to.  I also find that when I’m out with friends at a restaurant they will inevitably turn to me if there is a complaint to be made.  I don’t like having to do it, but businesses need to know about any problems so that they get the chance to put them right.

How do you achieve that all important work/home balance?

Although I sometimes take work home with me, I try not to think about work issues once I leave the office. I start each day with a swim, as it really helps clear my head and gives me lots of energy.  I also enjoy relaxing in my spare time and am an avid cinema goer.  Walking and eating out with friends are great for letting your hair down and I sometimes even take time out for a little retail therapy.