Whenever I hear the word “consumer,” a term unavoidable in marketing, a part of me winces. The label is counterproductive and misguided, suggesting hubris by putting corporate interests over customer concerns. The worst offense is that it presupposes a response you haven’t earned yet. Their purpose is not to consume your product!
We’re not consumers, eyeballs, non-responders, laggards, Millennials, or Hispanics. We are humans. And by raising our sightline and defining customers more broadly we will not only deepen empathy and relevance but also widen appeal.