About this site

The Upgrade is an independent publication on consumer innovation and policy launched in August 2026 by the Consumer Choice Center.

We're a nonprofit consumer advocacy group founded in 2017 with staff based around the world.

The Why

We fight for consumers who crave the latest innovations in an abundant and free marketplace. While we make this case in both traditional and new media, too often our message becomes filtered by legacy institutions who hold a strong status quo bias. Editors who believe we don't belong in the conversation. Producers who dismiss consumer advocates skeptical of government solutions.

The issues we cover deserve to be seen and heard, and the internet allows this more than ever. Why can rely on the tech and tools of the future, not the past.

The How

The Upgrade is our attempt to "go direct" and better share our ideas, our analysis, and actionable solutions for both policymakers and consumers. Each week, we'll present original writing on the the latest consumer innovations we feel passionate about, and give practical solutions consumers can use immediately. Don't think, just do.

The Way

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