People are people. Always. For instance, throughout the day people might consume food, gas, electricity, media, beer and more, but they remain people, not consumers.
My preferred term is “multiplier.” Consider this sentence, amended from a story in the Wall Street Journal: “American multipliers spend more than $8 trillion a year on everything from popcorn to Porsches and eye exams to electricity.” Or consider this conversational fragment from the corridors of a branding firm: “Let’s run it up the flagpole and see what the multiplier thinks.”
“multiplier.” A “multiplier” is someone who will treat the good, service, or experience as a starting point. Multipliers will build in some of their own intelligence and imagination. They will take possession of a cultural artifact and make it more detailed, more contextually responsive, more culturally nuanced, and, lest we forget the point of the exercise, more valuable.
Multipliers it is then.