Over the past few years, the Russian annexation of Crimea and war conflict in Eastern regions threatened Ukrainian sovereignty and mobilized citizens in various ways. Boycotting of Russian goods and subsequent re-orientation for Ukrainian producers showcases how the domain of consumption became a sphere were ideas about the state and citizenship are both actively constructed, discussed, and transformed. In this paper I analyse how ideas about the state are envisioned and conceptualized in present-day Ukraine. For this, I look at the political consumerism actions—such as boycott of Russian goods and consumerssupport of the national producers — that are centered on the ideas of the state- and nation-building. I investigate how consumers imagine their impact on the political developments and communicate direct interrelations between their micro-economic activities and macro-political changes that potentially affect the sustainability of the state system. Analyzing consumer experiences and their social media representations, I argue that communication and discussion of consumer movements contribute to the production of the alternative optimistic image of the state. This tendency is I particularly significant in the context of post-socialism, where the state is perceived predominately as an alienated entity.