The best replacement for citizens is consumers.

The best alternatives to citizens are rated as following:
★★★★★  consumers
★★★  subjects
★★★  nationals
★★  seiko
★★  citizens'
★★  permanent residents
★  residents
★  fec
★  customers
★  civilians
  citizen
  immigrants
  seiko watches
  heritage insurance
  td bank
  government

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Google Trends

Scale is based on the average worldwide traffic of citizens in all years. Click on graph for more.
citizens
consumers
subjects