"Dear Consumer..." Why that One Word is Damaging Your Brand

Imagine this: you get an email from your favorite brand.

You’re excited to open it, expecting something thoughtful, personal, maybe even inspiring.

But the subject line reads:

"Dear Consumer..."

Oops.

Not only is this a marketing faux pas - it’s also a red flag.

It sparks a deeper question.. is that all we are now? Just buyers, mindlessly consuming content and products?

Years ago, I had a boss I’ll never forget (shoutout to you, Mark Carlson) who drilled one lesson into every creative brief...always use the word individual - never consumer.

Why?

Because it reminds us we are speaking to thinking, feeling, discerning humans - not credit cards with emotions.

For decades, the word consumer has quietly shaped our businesses, our branding, and our worldview. It’s one of the most widely accepted terms in marketing - and one of the most dangerous.

Because consumer reduces a person to a single function: to consume.

It is scalable. It’s efficient. But it’s also dehumanizing.

In a world driven by platforms, AI, and endless scrolls, “choice” has become more of an illusion than a reality.

We’re not just selling products anymore - we're training people to react instead of decide.

So how did we get here?

The Illusion of Choice: 3 Brands That Took It Away

1)Amazon

Amazon is starting to feel kind of creepy. It gives us what we "want" before we know we want it - but their AI curates options based on profitability, not what's best for us. The more we buy, the narrower our worldview becomes. True discovery is replaced by algorithmic echo chambers.

When you control what people see, you shape what they believe is available. Be transparent about why you're recommending what you are.

2) Apple

(As I type this on my Mac, with my iPhone nearby) Apple's ecosystem is slick, seamless - and nearly impossible to leave. From proprietary chargers to AirDrop-only file sharing, your “choice” is to conform... or struggle.

People value elegance, yes - but more than that, they crave freedom. Design brand experiences that empower, not trap.

3) TikTok

TikTok's platforms hijack our attention with dopamine-triggering loops, AI feeds, and manufactured urgency. TikTok actually introduced a feature that prompts teens to take a meditative break after a certain amount of time on the platform.

(Think about it - are you choosing to scroll for an hour? Or are you stuck in it?)

Engagement and sales can’t be more important than mental well-being. Building brands that prioritize mindfulness will always have deeper staying power.

Let’s be honest: The word consumer comes with a dangerous assumption - that people are irrational, impulsive spenders who need to be nudged into action.

That’s outdated thinking.

Here’s what I know to be true: people are -

• Emotional and intelligent

• Easily distracted but deeply values-driven

• Busy yet hungry for connection, clarity, and meaning

  
  

So the question becomes: how can brands support an individual's power of choice, not override it?

The New Branding Paradigm: Marketing to the Whole Person

1) Design for Decision-Making, Not Impulse

Offer space. Educate. Respect people’s process.

• Instead of: “Only 3 left! Buy now!”

• Try: “This may or may not be for you - here’s how to decide.”

When you treat your audience like they’re capable, they’ll trust you more.

2) Speak to Values, Not Pain Points

Manipulative marketing exploits fear. Conscious branding activates clarity.

• Instead of: “You’re stuck and broken - we can fix that.”

• “You already know the next step. Here’s a tool to support you in taking it.”

Branding that centers empowerment over dependency creates lifelong customers - and better humans.

3) Be Transparent About Tradeoffs

A brand can't be all things to all people. Respect people enough to acknowledge limitations. Be honest with them.

• Example: “We’re not the cheapest. We’re the most sustainable.”

• Or: “We don’t do fast. We do thoughtful.”

This invites alignment...not coercion.

4) Invite Reflection + Conversation

Design touch-points (email flows, product packaging, on-boarding) that help people reflect on who they are and what they want - not just what they should buy. Help them to make the best decision.

Ask in your welcome email: “What brought you here? What are you hoping to change?”

People will respond!

Inviting conversation makes your brand feel human.

Think about it...would YOU want to be defined as a "lead"? Probably not!

That’s what the new era of branding is all about.

It’s not about getting people to buy faster. It’s about helping people choose better.

It’s about serving the individual, not feeding the machine.

It’s about crafting a brand that honors autonomy, intelligence, emotion, and alignment - all the things that make people human in the first place.

Want to build a brand differently?

If you're ready to build a brand that’s clear, conscious, and human-first - let’s talk.

Shoot me a note, I can't wait to collaborate.