I’m not sure when the change took place but at some point customers became consumers. This is a substantial identity shift and I think leads to companies dismissing the value of our custom. Custom is defined as a regular business with a shop or company by you the customer. Consumption is both the act of shovelling sustenance into your mouth or alternatively a horrendous waisting disease.
Neither of the definitions for consuming paint the people buying products in a favourable light. Consumer carries overtones of gluttony and lack of self-control. We are simply bloated sacks of eternal hunger just waiting for the next shovelware to pour down our gullet. We are not a resource to be valued but become part of a manufacturing cycle. We don’t need a new computer, phone, or car every year yet that is what is being forced on us now.
Products vs shovelware
Now upgrading items and technological innovations are not a bad thing on their own. Where the endless glut of upgrades forced on consumers becomes a problem is in the micro iterations of products. Apple products are an excellent example of this with yearly releases with the bare minimal changes. Sports games by the now infamous EA are another excellent example, essentially boiling down to roster changes that could be handled with downloadable content.
You, me, and identity
This title change also has an effect on us as individuals. When you view yourself as a consumer waiting on the next shiny product you more easily buy into the hype of a disposable society. The next new thing brings a high, you are ahead of the curve, you have only the best taste, you are on the cutting edge. As a consumer, your only purpose is to get the new, throw out the old, and not think about the waste and expense. This is an irresponsible mindset and lets companies take advantage of us to their fiscal benefit. We need to put down our forks, step away from the table, and make the companies work for our custom. Don’t let yourself become merely a product receptacle be a customer, not a consumer.