I would change American culture's tendency to think of everything in terms of consumerism.

I am not a "health care consumer" — I am a patient.
I am not a "consumer of higher education" — I am a student.
I am not a consumer of the services of government and elected officials (or an inferior non-consumer because I cannot donate to campaigns or voted for another candidate) — I am a citizen and a constituent.

Americans are steeped in the paradigm of consumerism, but not all relationships can or should be reduced to the transactive nature of provider/consumer relationships.