I am not a consumer. I don’t exist to eat your Big Macs or buy your cars.

I am not a commodity. I am an individual. And, you can’t summarize my depth as being expressed by a buy/not buy decision.

In fact, I am a human being. I am complex, emotional and highly social.

When you treat me like a commodity it becomes easier for you to dehumanize me. And, once you’ve mentally stripped me of my individuality it becomes easier for you to treat me in ways that you would normally never treat another person.

If you want to be a successful in marketing you need to abandon the term consumer and start treating people like people.

Isn’t that how you would like to be treated?