Collectively as business stake holders, strategists, economists, entrepreneurs, and as folks who enjoy buying things to enhance their life, I believe we are doing ourselves injustice by calling ourselves consumers. Sure, we consume things. I consume a lot of libations whilst pairing with delicious food. We consume gasoline and electricity like pandas on bamboo. Problem is, being described as a consumer does not necessarily enhance our lives. I certainly to not feel like I am on top of my game of life being labeled a consumer. To me, it sounds so effing pessimistic. Not only are we/you just another number, we/you are also a disgusting person who digests any product in there path with no consideration for value and leaves a path of destruction in the wake. In addition, if you are a business owner, do you really want to call out your valued clients as consumers?

Some will argue that much of the modern world are made up of those “consumers” who pillage through products, resources and otherwise. Ignorant. That is what I will call them. These are typically the same people who tell me technology is ruining our family bonding and social engagement. Bullshit. We are all humans on this earth striving for an improved life; whatever that may mean individually. I like to think that we are all on the same level intellectually, we are just separated by passion or drive to make things happen or get things done.

This may just come off as a semantic rant to some, but if we are to change what many of us view to be problems in our current economic and environmental condition, I strongly believe that it starts with perception. How we perceive our lives and our actions in this world is as important as an actual action in my opinion. This is why I think we need to reconsider our labels of the general purchasing public, i.e. ourselves.

I have written several times that I hate the word consumer. Last week, a friend of mine and a person I respect highly in regards of branding and design wrote me a message that he has been using the term “participants” to replace “consumers” and, in his words, it had been resonating very well with him. Without getting his opinion, I think my man Brian Oliva understands that as communication artists we have a responsibility of progressing the business world, or at the very least the communications industry, towards a better future. If we don’t progress and educate our peers down to our clients/potential clients then we essentially have no value, incapable of pushing new boundaries of our passions and businesses. Sounds pretty whack to me.

As a part of my daily/weekly/annual self-actualization, I try to find small to big methods in improving my surroundings. This week substituting my use of “participants” into all communications where you would typically find “consumers” will suffice as a decently sized check mark for improving professionally.