The term consumer is dead. Unless you know anyone who does nothing more than buy goods and services? Who does exactly what a promotion commands? And who, amidst resistance, can still be nudged? Surely not. People have educated themselves. They don’t judge companies by their promises, but by their actions. By the real efforts they make for their customers and society. So let’s replace the word 'consumers' with 'deciders': human beings who think independently and need to be motivated to choose for a brand.
