I don’t remember when being called a consumer rubbed me the wrong way, but it certainly started soon after we started raising organic beef.
Working in nature has a way of clarifying life. Our cattle consume grass to make magnificent meat. Our chickens consume bugs to produce orange egg yolks. Earthworms consume debris to produce rich soil. These are all processes we agies understand. But to apply this concept to people buying and selling goods lowers the value of human life.
According to the Etymology Online Dictionary, using the term “consumer” started in the 15th century as, “one who squanders or wastes, one who uses up goods or articles, one who destroys the exchangeable value of a commodity by using it. This, my friend, is not a compliment. By 1890, the United States adopted its use as “consumer goods,” and by 1919, our government tracked the Consumer Price Index.
So, what were we before 1890? People were customers. The 1828 Websters Dictionary describes us as, “One who frequents any place of sale for the sake of purchasing goods.” It is a subtle but important distinction. A store owner developed a relationship with his or her customers. In this bond, people exchanged goods and services for mutual benefit. A lumber mill owner knew his customers and saw the home they built with his enterprise. A farmer knew his customers and saw how healthy and strong his neighbors became as a result of his toil. The business owner/customer bond benefited entire communities because people focused on a higher good.
The word customer encourages people to create, to connect, to build. The word consumer does the opposite. In 2012, Northwestern University studied people in four scenarios, which used the word consumer or focused on being a consumer. The outcome demonstrated that materialistic cues triggered increased selfishness and decreased trust in the groups, which the authors tied to negative personal and social consequences in our society.
You don’t have to look far to see this play out in our communities. Low trust, competitiveness with resources, and selfishness plague our culture, a trend that can be traced from the 1800s. But we are not victims. Those of us who create food can also create a culture where humans return to their highest good by simply calling our clientele…customers.
Until next time,
Dr. Jane