Who is Consumer
Well, the consumer is someone living in an rich, industrialised country and is interested in matters such as Globalization, Fair trade and well being of nature and exploition of workforce in poor countries.
People with so scarce financial resources that they cannot choose between product X, Y and Z are not considered to be Consumer in our context. Sorry about the people living on under 2$ per day.
According to a Worldwatch Institute study 1.728.000.000 people belong to the global "consumer class". In developed countries 80% of population and in developing countries 17% of the population belong to this class