My new article for the Guardian went up this week, linking to a white paper I wrote for a consulting client called Vision Critical. Long story short - I hate the term, "consumer" being used for people. It equates us with a sponge, or something designed to simply intake stuff and then earn more money to repeat the procedure. It's objectifying, dehumanizing and oh - other people hate it just as much as I do. The report with Vision Critical features results from a survey of over 3,000 individuals (pretty good sized number), all of whom felt the term consumer was essentially belittling. So...it's time to change the term. I don't care how pervasive it is, or if anyone thinks people don't really mind it. This report proves that belief to be incorrect. The brands and organziations that take advantange of that knowledge get to get closer to their customers and evolve at the same time.