In this paper, we consider the choice of financial products from the standpoint of the consumer citizenship. It is difficult to say that in Japan, consumers have an awareness of the consumer citizenship when selecting financial products and financial services. For more consumers to select financial products with an awareness of the consumer citizenship, it is necessary for the number of households that do not hold financial assets to decrease, the quality of financial products to improve, and consumers’ attitudes towards the holding of risk assets to change. This paper states that to facilitate these changes, the provision of education on how to reduce the information gap between consumers and the service providers and the education of consumers on the management of their income and expenditures are necessary. It is considered that analyzing and studying issues in the financial system and corporate activities would raise people’s interest in finance and business activities, resulting in a narrowing of the information gap between consumers and financial service providers.