Editorial: Stop saying “vulnerable consumers/customers”!

Purpose The purpose of this editorial is to call out the practice of using identity-first language and labelling consumers and customers, describing them as “vulnerable” and offers practical strategies for person-first language of consumers/customers experiencing vulnerability. Design/methodology/approach The authors use Australian Indigenous and Indigenous women’s standpoint theory to reflect on their own use of terminology in the field of consumer/customer vulnerability and use their personal experiences to offer a series of practical strategies. Findings The authors propose six motivations for the use of person-first language in the field of consumer/customer vulnerability: easy to use, an English language convention, common practice, easy to measure, unintentional ignorance and an “us vs them” mindset. Originality/value To the best of the authors’ knowledge, this paper is the first to call out the practice of using identity-first language in the consumer/customer vulnerability field and offer practical strategies to enable person-first language.