They're Not Consumers, They're Your Customers.
Marketers constantly emphasise their humanity, yet insist on using the impersonal term consumer. It's inaccurate, it's distracting and it needs to stop.
It's inaccurate beause the person to whom they're selling is not necessarily the person who actually consumes the product/service if, indeed, anyone does.
It's distracting because to label him/her as the consumer distances the marketer from the person that matters, the person who makes the purchase be that on their own behalf or on behalf of their family or someone to whom they want to give a gift.
It's their hard-earned money that is paying your salary and referring to them as your customers is a discipline that will remind you of that every day.