When did "consumer" become a word used by marketing? It's a technical term from economics and a role that is played by everyone at various points in their lives

When did "consumer" become a word used by marketing? It's a technical term from economics and a role that is played by everyone at various points in their lives. Calling people "consumers" seems distasteful and I think betrays how Microsoft thinks about their customers. "Teams for Home" would have been a much more obvious and nice name.