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. Since we are 13% of the population, shouldn't advertisers spend at least 13% of their ad budget on us, to continue to receive our dollars?
In theory, that should be the case, in practice - it's not.
That tells us, advertisers assume we are going to spend our money with their companies anyway - and they don't need to spend the time, energy, effort, or marketing dollars on us. We have to think smart and support the people, businesses, and entities that support us.