We're all consumers - in this society we have to be. The key is to be smart consumers. According to the Nielsen Company as of 2015, we spend about 1.1 trillion dollars per year. We comprise about 13% of the population in America, yet advertisers spend about 3% a year targeting us in ad campaigns. That tells me, advertisers assume we are going to spend our money with their companies - and they don't need to spend the time, energy, effort, or marketing dollars on us.