For the longest time I’ve seen the “consumer” label as a pejorative. Not sure why so many Americans proudly identify as a label whose entire purpose is to make money so they can spend it on products.
And for all the efforts corporations make to think your job is part of some caring brand family, the people that are in charge of hiring/firing you openly label you a “human resource”.
Left out the part where the manager, who spends all day in the office making "important" phone calls, notes that you're only doing two things at once so you need to be doing a third as well.