This is the work of Adam Crowe who has a remarkably sparky intellect and a feisty can-do attitude (as do all the gang I've met that work at Imagination). He has also developed a brilliantly conceived greasemonkey script that changes the word 'consumer' to 'person/people/public' in Firefox browsers. There is also a Facebook group for likeminded people who have had enough of this derogatory term.
The quicker we drop this deeply patronising word that implies a discernment on the part of our fellow human beings that is bordering on an automaton/amoebic level, the more likely it is that the good folk we fight like hell to secure as customers, might just begin to reciprocate with a little respect for the marketing and advertising business.
Nice one Adam. I'm beginning to feel momentum on this issue.