Demanding to be treated as a whole person, not just a statistic that makes purchases
“I am not a consumer” is the fifth of six emerging need states at the core of our fourth meta need “The [relentless] pursuit of happiness” in ConsumerShift.
Some consumers resent the label of consumer. They are antagonistic to the importance of consuming, and find the notion of a consumer economy to be wrong-headed. They see it as a confusion of means and ends. The sentiment is that people don’t live just to consume even though they must consume to live. They have core needs around acceptance and self-respect, and they feel that being labeled as consumers is disrespectful to their way of life.
They see themselves as having transcended or outgrown the consumer way of life. They will generally resist attempts at categorization or typecasting, as they feel this misses the unique aspect of who they are. They expect, even demand, to be understood and appreciated. Andy Hines