Don't call them consumers.
Wikipedia defines a consumer as "a person who uses any product or service. Typically when business people and economists talk of consumers they are talking about person as consumer, an aggregated commodity item with little individuality other than that expressed in the buy/not-buy decision."
Ok, it's a new day. The term "consumer" must be purged from any organizational lexicon. Shame on marketers who insist on putting such an arbitrary generalized term on the people they are trying to attract. As if "consumers" live in some petri dish to be probed, prodded and tested.
The term consumer presumes people are put on this earth solely to buy stuff. How disrespectful to only think of "consumers" in a way that would suggest what they will do for me economically, not what we can do for them.
We are people. With laughs and tears, dreams and hopes, and a desire to express our individuality in the context of having positive relationships with others and the world around us.
Consumers? How about people? The best brands recognize the difference.