Archive for July, 2011

You Say Customer I Say Consumer

Much of my week is spent thinking about consumers, consumption, decision-making and attitude changing.  After years in the marketing and advertising worlds I now teach graduate students how to discover and employ consumer insights.  Some people in my profession prefer the word “customers” to “consumers”, consumers impling a one-way street. Manufacturers make what they want to make and consumers buy it. Customers is supposed to indicate more of an equal relationship between the maker of a box of soap and the head of household buying it a well as reflect the importance of service by the former to the latter.

I’m old school and can’t seem to shed consumer from my vocabulary. Not that I think consumers are at the mercy of manufacturer.  If and when I do think about this and manage to use a different word I use “people.”  Seems to be the most accurate word of them all.  We’re just people acquiring and using tools to sustain and elevate our lives.

Read more…


Get every new post delivered to your Inbox

Join other followers