When we are trying to define customers that we have not yet interacted with, we refer to them as a prospects, or targets, or even users or consumers. Seth Godin suggests that this is no longer appropriate and we need a new term:

Citizen recognized the power of this individual. Citizens are no longer the weak, isolated pre-consumers in front of a TV set in 1971, with few options. Now, citizens appear to be holding all the cards. It sounds a bit pretentious, but then, so do most terms marketers use.

He suggests that using this terminology makes for a change in thinking that is more respectful. I like this idea, I think it makes a lot of sense.