The Ethical Considerations of Framing Volunteers as Consumers or Customers

In this Ethics column, author Ruth Leonard reviews the ethical dimensions of how those who involve volunteers characterise their engagement mechanism. For instance, volunteer opportunities are frequently packaged up as 'products' to be marketed to 'customers.' But while the move away from viewing volunteers as 'resources' is positive, what are the implications of framing volunteers as 'consumers' of our offers? 

Leonard discusses the ethical considerations of this framing and provides an alternative to the view of volunteering as centering volunteers as citizens with agency. Leonard  also explores the contested language that describes the role of those who work with volunteers – from management through engagement and towards involvement.