A person who buys and uses goods and services.
From Latin *consumere* "to use up," via French and English "consume." It shifted from the act of using to the person who does the using.
Calling people "consumers" defines them by what they use up, not what they create. That single word quietly shifts our identity from citizens or makers to buyers.
Consumer research and advertising have long used gendered stereotypes, casting women as primary household consumers and men as decision-makers for big-ticket or technical items. These patterns shaped how 'the consumer' was imagined and targeted.
Use 'consumer' without assuming gender; when discussing consumer behavior, rely on data rather than stereotypes about what men or women buy or value.
["customer","buyer","end user","client"]
Women’s roles as primary household purchasers and organizers have driven major market shifts, even when their influence was minimized or trivialized in economic narratives.
Complete word intelligence in one call. Free tier — 50 lookups/day.