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Who is a consumer and why does it matter?

Who is a Consumer and why does it matter?

With the rise of conscious consumerism making consumers more discerning than ever before, making purchasing decisions influenced by sustainability, value for money and ethical choices, putting the consumer and what is important to them at the heart of the business, requires more than just consideration, now more than ever.

In this article, we look at some legal definitions of consumer within the consumer protection landscape, along with some of the additional considerations that make a consumer so much more than just a legal definition for a business. Getting it right for not only current, but also potential consumer-base is a crucial and ongoing factor for any business and inclusive policies are a cornerstone to this.

Why does a consumer need additional protection and where do these rights come from?

The history of contract law, from its nineteenth century origins in horse sales had no regard to uneven bargaining positions. Apart from scenarios where a buyer could not inspect goods (usually because they were being shipped from abroad), contracts when entered into freely and voluntarily were held sacred and enforced by the courts of justice.

The Sale of Goods Acts 1893 enshrined common law into statute and still retained application until the 1970s, nearly a century later. Alongside domestic developments, much of the impetus for consumer rights has arguably, been driven by the EU where the role that consumer activity plays was considered integral in the success of the single market. Thus one of the stated aims was to protect consumers from abuse of powers from sellers or service providers and emphasis on quality accessible hence the need for enhanced rights, aimed to protect consumers more explicitly and create a level playing field to ensure consumer rights are a prominent and initial consideration when a business considers who their consumers are and why their rights matter.

For the purposes of the Consumer Rights Act 2015, a Consumer is an individual acting for purposes that are wholly or mainly outside of their trade, business, craft or profession which has implications for those to whom the often enhanced consumer remedies are available.

For the purposes of the Consumer Protection from Unfair Contracts Regulations 2008, an Average Consumer is defined by reference to their being reasonably well informed, reasonably observant and circumspect whereas a Vulnerable Consumer comes from a clearly identifiable group who may be susceptible to the practice or underlying product because of their mental or physical infirmity, age or credulity in a way which the trader could reasonably be expected to foresee, for example hearing aid products advertised to customers with hearing impairments.

Vulnerability is a continually shifting reality and should be viewed through a broad lens, not as separate and distinct groups, because anybody can face circumstances that make them vulnerable – either temporarily or permanently. These might include physical or mental health problems, debt or unemployment, bereavement or becoming a victim of crime. This is all the more prevalent in the current cost of living crisis where people’s circumstances can change very quickly, making people even more careful about their purchasing decisions.

Inclusive Policies

On our journey to define a consumer, therefore, we can see that there are nuances that make one single definition, such as that given in the Consumer Rights Act 2015, tricky to apply. Businesses should therefore be providing an inclusive service with commitment to accessibility and remove barriers to complaining. Some of this is already prescribed, for example to make reasonable adjustments under the Equality Act 2010 and the way in which special categories of personal data must be dealt with for the purposes of GDPR.

Similarly, when in dispute with a consumer, timely signposting to alternative dispute resolution, such as the Ombudsman is vital to ensure free, accessible redress for every consumer, not least those that find themselves in vulnerable circumstances, unsure of how to enforce their rights.

The Ombudsman can provide vital insight to the businesses that join it in terms of consumer complaints and their legal remedies. However, we also emphasise the wider benefits of best practice in designing customer services processes with the needs of all consumers in mind, thereby concluding that inclusive service by design and should lead to inclusion by default.

Judith Turner, Deputy Chief Ombudsman, Dispute Resolution Ombudsman said, ”The Ombudsman is uniquely placed to offer insight to businesses as to both resolution and prevention of disputes and an important part of this is how they approach their own business practices. Placing the consumer at the heart of these both in principle and practice can be key.”

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