The article discusses a growing trend among brands to move away from using the term ‘customers’ and instead adopt more personal language when referring to their audience. The shift is driven by a desire to foster deeper connections and build stronger relationships with the people who engage with their products or services. Companies are experimenting with terms like ‘members,’ ‘friends,’ or ‘community’ to create a sense of belonging and inclusivity. This approach aims to make people feel valued as individuals rather than just consumers. The article cites examples of brands like Peloton, which refers to its users as ‘members,’ and Glossier, which calls its customers ‘community.’ Experts suggest that this language shift reflects a broader cultural movement towards authenticity and human-centric experiences. By using more personal terminology, brands hope to cultivate loyalty, trust, and emotional connections with their audiences.
Source: https://www.cnn.com/2024/08/10/business/brands-avoid-term-customers/index.html