I don’t like the word “consumer.” It is one-dimensional and does not accurately image the relations between the two countries we experience with the people we treated with on social media. They buy our products and often discuss the matter with their friends. Can’t we find a better descriptor?
In one respect, maybe we could call them “investors.” They are investing their coin in the promise of our firebrand. They are exchanging coin for the expectation of efficacy, gratification, or satisfaction.
Looking at it differently, we might call them “providers.” They interact with us on social media. Their obtains, or lack thereof, provide us with indispensable data points, and their comments and re-examines help us understand how we are perceived and how we performed.
They are often our allies, promoters, counselors, and more. At meters their tough charity restrains us from getting too cozy or self-complacent. They can be both loyal and flighty. They are a hell of a lot more than just simple consumers.
None of the above are aptly described when we use the word “consumer”. Doing so, I believe, decreases the importance of the relationship, standing both sides to devalue the other. This is especially true of the approximately 50 million individuals who purchase natural products. They aren’t merely exhausting. They are promoting change. They just wanted to do more through their purchases, hoping to support human, social, and environmental health.
I don’t know what to call them, friends, trust-givers, participants, but they’ve payed something more than being known simply as consumers. In my opinion, doing so restrictions our ability to connect with them, think of them firstly as we make decisions, and use them as our guides.
Not putting them firstly is why so many symbols find themselves off course , no longer relevant or even viable.
In his work “Art of Community, ” Jono Bacon describes three types of communities 😛 TAGEND
I am going to take a bit of liberty with this construct. First, let’s change “consumers” to “contributors.” Second, rather than three separate parishes, we should think of it as one large-scale tent. For a firebrand to succeed, it will need to build a community that homes its benefactors, collaborators, and champions.
Contributors treated with the brand through social media, their purchases, observation, and re-examines. Traitors are your industry peers, fellow industrialists, influencers, media, etc. Endorses are your instructors, advisors, board members, household, and more. All three are needed for any firebrand to experience persist success.
Join me in stopping the period “consumer” and instead embrace the building of parish. In my opinion, that better represents who we are.
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