The word “consumer” is such a harsh and marginalizing term. It’s widely used by public relations people, metrics analysts, the public media, politicians, big brands, and damned near everyone else. However, I’m hardly the first to call bullshit on it. Back in 2003, Jerry Michalski offered several thoughtful alternative terms in his post ‘If not “consumer”‘ (his March ’03 archives). He pointed out that:

“Consumer” has become such common usage that it will be difficult to dislodge from everyday conversation. One of its most ingrained uses is the “consumer market,” which refers to ordinary people who shop at grocery stores, in catalogs and on the Web. How about calling it the retail market, as we used to? “Selling to individuals” also works.

The consumer market also encompasses manufacturers of consumer packaged goods (which we used to call food, dry goods or household goods) and consumer electronics (personal electronics? home electronics? home entertainment?), as well as consumer protection agencies and publications such as Consumer Reports, which developed to protect consumers from consumer marketers.

Dropping “consumer” does take a little getting used to, but being mindful of it is the important part.

I don’t consume the bus when I ride, I’m a rider. I don’t consume digital news, I learn and share it. I don’t consume music, I listen, dance, and recommend. I’m not always a consumer, I respond negatively to being marginalized, and I have choices.