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In this paper I analyse Zygmunt Bauman’s concept of „consumerist utopia” in the context of the contemporary challenges for education. A significant part of Bauman’s work was dedicated to reflection on the nature of consumerist culture, with particular emphasis on the illusory – in his opinion – vision of happiness, it is built on. As far as the sociologist was concerned a critical and alternative thinking toward this kind of „consumerist utopia” should be developed. In this context he often referred to the importance of education that – as he demonstrated – was affected significantly in a result of the dominance of consumerist culture. According to Bauman, the role of education in liquid modernity should concentrate on stimulation and promotion of: openness, equal opportunities in life and sense of civic responsibility. It should be emphasized that his „utopian thinking” is this matter had an institutional dimension. Bauman became after the death of Jacek Kuroń a rector of the Common University in Teremiski near Bialowieża.