In this article, we argue that the extended role of the pharmacy profession appears to be driven more by professional interests than by the interests of the consumer. We believe that a better understanding of market trends in general, as well as research into consumer needs, will ultimately give the best results for the profession. We focus on the rise of consumerism and what is referred to as the 'new' or 'aggressive' consumer. We argue that unless the pharmacy profession understands this widespread phenomenon, it will continue to shoot wide of its goal to increase public support and to develop an appreciation of the pharmacist's professional skills. We propose that pharmacy practice research should analyse the current situation from the consumer perspective within the context of changes in society, specifically within the health care system.