This explorative study examines the mechanism of demand in the security market and, more specifically, the role played by the general managers of corporate security. While today there is no doubt that security is in part produced and delivered as a consumer good, research on security market dynamics is still scarce, especially when it comes to demand. Yet, understanding the implications of security as a commodity requires a thorough knowledge of both supply and demand mechanisms. Drawing from ten semi directive interviews with general managers of corporate security, a few observations regarding the market dynamics of security are made. Firstly, respondents define themselves as consultants rather than consumers. They see themselves performing a role as the producer of demand within the organization. The data also shows the great significance of social capital in the demand mechanisms. Finally, consuming security is presented by therespondents as a practice and not as an end in itself. In other words, what is sold is an endless pursuit rather that a tangible thing.