I often base my vote, when all the candidates in a given election have similar policies, on how they refer to people.
Use of "Consumers" loses my vote instantly. "Taxpayers" is a yellow flag - if used in specific situations that involves concern over major public funds going to private businesses (like building a stadium for a pro sports team) I'll let it slide but otherwise it only raises suspicion in me. But if a politician consistently uses "citizen", I'll give them a little mental gold star.