Consumers.

A word that has long irritated H&G. Marketeers, advertisers, commentators and even (and especially) Radio 5 djs. They're all it.

'Consumers are in control '

'Consumers are empowered'

ENOUGH !

They are people. They are not mute animals waiting to be fed the next commercial message. They make choices about which brands to buy or not and just to be very clear, they are not eagerly waiting for your next tedious advertising spot.

It doesn't make you clever, it doesn't show you have your finger on the pulse of the nation. It says absolutely nothing about the intellect of the person who uses that word.

So join us in this plea. Stop calling them consumers.