It depends on the audience. I try to be non-confrontational until confronted. Experience has shown me that there are people that will be confused by the term atheist because of negative connotations. I'm not comfortable starting a fight with every true believer that comes along. I would rather pick my battles.
Remember that there are preconceived notions about that word and you can really stir up a bunch of quotes they've heard or feelings that they've had but if you offer up a description such as "I don't believe in any superstitions, even magic, ghosts or gods" you can put them on the defensive, force them to think about what they are saying. It might even make them think about what they really believe if they aren't otherwise superstitious or don't believe in ghosts. Don't hold your breath though.

Know what you mean.
I hate the word Brexit. But just try having conversation in the UK without hearing it.

Have no problem telling people that I don't believe in invisible men.

It don't bother me

Exceedingly.

Well the vast majority don't believe in santa or the tooth fairy, so there isn't a need for such words. The vast majority of humans are theists, so therefore a word is needed to describe us.

Well, I suppose it does not bother me any more than a Christian being called a theist.

You make good points. Personally, I am very uncomfortable with the word as I was raised in a christian household and I fear I would be subject to "remedial intervention" or ostracized in some way, perhaps covertly, if my relatives knew of my beliefs. I have let it be know that in the present political climate I would be deeply ashamed to be associated with the preponderance of christians who voted for and still support Trump.

I wear it as a badge of honor.

In northwestern Europe anyone describing themselves as a Christian is regarded as rather 'odd' or a little bit simple. So to be referred to as 'atheist' would be rather comforting.

The word is fine and I'm comfortable with it as an adjective. Labels are problematic especially when people disagree on the definition.

I not only accept the word but I embrace the word, to the point where I would call myself a militant atheist.

I don't have a problem being an atheist or being called one. I don't believe in god I'm an atheist.

I ware it like a badge of honor. Also heathen

I was not comfortable with it for years. I called myself Agnostic for a long time, but had to concede the fact that I really don't think there is a god, and I don't subscribe to the idea of belief itself.

Very. And I'm happy enough with "heathen", "unbeliever", "hellbound liberal'....

I embrace the word atheist and see agnostic as the argument of how many angels can dance on the head of a pin. But I gladly claim atheist as most people understand the world. Where agnostic is somewhat misunderstood and seen as a wiggle word by both religious and non-religious.

I'm 99.9999% sure there is no god. I don't have a dog in the contest and if there was proof, then I would go where the evidence leads. But I'm damn sure that what Christians think is their god is as far from the truth as Donald Trump has a good brain!

I wouldn't have it any other way

100%

Very good point. Yet and still, the term doesn't bother me. I think, given your logic, that it should, but it doesn't. That's just me.

I don't identity with the word "atheists" i like to identify with the term "non believer".

Absolutely and completely comfortable since I can view myself as being an Individual and NOT one of mere herd of Sheeple.

Actually proud

when speaking with other non believers, the word used most often is “rationalist.” Theists use the word “atheist” because they really don’t know any better. When one speaks with a theist, one uses terms with which they are familiar, in the same way that one uses French when speaking with someone who only speaks French. I don’t believe I am conceding anything to them when they call me atheist. I’ve been called a lot worse. It’s just that use of logic and reason are foreign concepts to them...they simply know no other way.

I am a person, athiest refers to the relationship to religon.