Consumer Activism isn’t posting hashtags, going live, or signing petitions. It’s changing the habits of where you consistently spend your money.
Most of us talk a great game and then drive to the same corporate chains we always have. How and where we spend reveals our values.
What We Do vs.What We Say
I see it everywhere. People post about supporting Black-owned businesses, then later on post, a selfie of them eating one of those Popeye chicken sandwiches…which, by the way…are actually tasty.
This isn’t about judging anyone. It’s about being honest about the gap between what we say we want and what we actually do.
Your Spending “Signals” What You Value Most
Social media posts aside, you actually “signal” your values with your wallet more than 50 times a week.
Every time you buy coffee, you’re supporting the coffee shop that stays in business. Every time you get a haircut, you’re helping to determine which barber thrives.
These daily choices really add up.
The Convenience Excuse
“I don’t have time to research every purchase.”
Thats fair. But you do have time to research which Netflix show to watch next.
The real issue isn’t time; it’s priorities.
We optimize for convenience and price, then wonder why black-owned businesses fail at an alarmingly higher rate than other demographics.
Start Embarrassingly Small
Listen, I’m not suggesting that you overhaul your entire life. Despite the likelihood that there are probably thousands of black business owners and service providers operating near you, there will be numerous situations where the right person or business isn’t available.
So, pick one thing.
Coffee Drinker? Find a Black-owned coffee shop within 10 minutes of your commute.
Need to open a new banking account? Move your checking account to a Black-owned credit union.
Are the groceries running low?
Buy from one Black-owned food business monthly.
Do that for six months. Then add something else.
The Big Impact of Circulating Dollars in Our Community
Here’s what nobody talks about: Local businesses often deliver better service.
Why? They can’t survive on scale and marketing budgets. They have to earn repeat customers through quality.
My local barber remembers how I like my hair cut. The community restaurant owner asks about my family. Try getting that at a chain.
The Numbers Don’t Lie
Black consumers spend $1.4 trillion annually. Black-owned businesses receive less than 2% of that. Let that sink in.
That’s not a policy problem…it’s a habit problem.
Constant slick marketing trains us to think of big brands and corporate chains.
Breaking this habit requires intention.
What Actually Changes Things
Forget the social media think pieces.
Replace one regular purchase. Don’t add new spending. Redirect existing spending.
Make it automatic. Set up direct deposit with a bank that is Black-owned.
Subscribe to a Black-owned meal service.
Tell one person. Not on social media. In real life. Word of mouth drives more business than any marketing campaign.
The Uncomfortable Truth
Supporting Black-owned businesses shouldn’t require extra effort all the time.
If it does, you’re engaging in charity, not fostering sustainable economic relationships.
The goal is finding Black-owned businesses that earn your loyalty through quality, not guilt.
Stop Talking, Start Spending
Consumer activism is simple: Put your money where your mouth is.
Everything else is just doing it for the “Gram.”
Your next purchase is your next chance to align your spending with your stated values.
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