Your Wallet Is Your Super Power

Your Wallet IS Your Super Power.

As a retailer, I pay close attention to anything that impacts my customers’ shopping behavior. Since we opened our e-commerce doors in 2019, we have experienced a roller coaster of revenue ups and downs based on current events: Covid, Presidential elections, insurrections, fires, natural disasters, and tariffs to name a few. This doesn’t count local factors like extreme weather and smoke from Canadian fires. And recently, with the flurry of disinformation, our sales have taken a hit. People are being more protective of their dollars than ever. I get it. And if it leads to more thoughtful consumerism, I’m all in. Even to our detriment.

Every dollar spent is a vote for or against what each store or company stands for. If you want a greener world, buy greener products. If you want to support your differently abled, or LGBTQ or female or non-white friends, buy from companies that didn't eliminate their diversity, equity and inclusion programs. If you want your community to thrive buy that new washer from a local dealer and order from a mom and pop restaurant instead of the big chain. 

I know it's easier said than done, with a broad spectrum of in between, but your dollar matters. Imagine if everyone wringing their hands right now just stopped buying from big box stores and focused more on the little guys doing good work? 

As you can imagine, we’re all for the proposed economic blackout proposed by the Peoples Union for February 28. What is it? It’s a national boycott in protest to the elimination and/or reduction of Diversity, Equity, and Inclusion initiatives happening across large corporations in reaction to Trumps assault these programs within the Federal Government. Companies like Target, Amazon, Google, Walmart (for a full list click here) that are voluntarily dispensing with these programs within their companies. I’ll add that it’s these big box retailers and food chains that take corporate greed to the next level by paying their top tier executives thousands more than their front-line work force, that are repeat offenders of price gouging and ignore their impact on the climate. And I don’t believe for a single second that the dollars saved by eliminating these departments will go back to you, the consumer. 

“If we disrupt the economy for just one day, it sends a powerful message,” from the People’s Union website.

The idea is to not shop at big box stores, big e-commerce, big food chains and big gas stations in order to send a message that WE collectively have power. That WE vote with our dollars. That WE have the power of the purse when we unite. These companies are so powerful that this boycott may feel like a mere blip on their spreadsheets, however, if enough of us unite, the message could be powerful. 

The caveat to this is small, truly small, businesses. Please continue to shop with small businesses like What’s Good, your local restaurants or corner store bodegas or clothing boutiques. If you need something, shop small. Please.

There are other organizations saying one day isn’t enough, suggesting we boycott through mid-March. Others are saying we boycott each corporation for a week straight at different times. We’ll see. 

The silver lining is that the very movement we’ve (What’s Good and stores like us) have been striving toward, a movement where consumers shop with their conscious, vote with their dollars, and enjoy the benefit of their dollars going farther, and ultimately doing more good is gaining momentum. For example, when you shop at What’s Good, not only are buying products that are healthier for you than their traditional cousins, but they are also made without exploiting fellow humans in faraway places, and in most cases come from manufacturers that value people and plant over profit. Just like What’s Good. In this way you do double good. AND when you add that we give at least 1% of our total yearly revenue to environmental and social justice programs, you realize that your thoughtfully purchased $28 face cream is doing more than giving you healthy fabulous skin. 

So yes, we applaud the energy around this boycott because it's a reminder of how much power we the people actually have. We're not in the habit of should-ing people or shaming or preaching... You do what works for your family. We're simply suggesting if you need to buy a new washer, consider not buying it from Home Depot or Best Buy on Feb. 28, maybe you can seek out local or other sellers that care… more. 

And, if and when you shop on Feb. 28 please use cash. We’re very proud of our 1% for the Planet contributions, and less excited about the 3% we give to Visa/MC and other payment processors. By paying cash on Feb. 28^th, you boycott them too. 

In summary, here’s what we’re asking:
1. Don’t shop big stores like Target, Amazon, Walmart, Google, etc. on Feb. 28 (and beyond, it's not hard if you can find better alternatives).

2. Don’t buy gas on Feb. 28^th.

3. Don’t support big fast-food chains and other big food chains on Feb. 28^th.

4. Pay cash. And every time you do it you'll be boycotting visa/mc processing fees.

5. In general, shop with purpose. 

YOU are more powerful than you think because every dollar is a vote.

BONUS RANT: Diversity, Equity, Inclusion isn’t about hiring less qualified minorities or women or the differently abled or even older people, it’s about making sure that unqualified or less qualified people (white men) are not hired over a more qualified applicant. In this way we make sure it's a merit-based hire or promotion or wage. Furthermore, it’s good for business (and government) because… it promotes a broader talent pool, enhances employee engagement, improves decision-making by incorporating diverse perspectives, fosters creativity and innovation, and contributes to a more positive company culture by ensuring everyone feels valued and has equal opportunities to succeed, ultimately leading to better business outcomes. 

Resources:

https://finance.yahoo.com/news/february-28-economic-boycott-one-180022241.html

https://www.newsweek.com/nationwide-economic-blackout-planned-boycott-dei-changes-2029548

https://www.theguardian.com/us-news/2025/feb/18/shoppers-political-boycotts-spending-patterns-poll?CMP=Share_iOSApp_Other

https://time.com/7209960/companies-rolling-back-dei/

https://www.forbes.com/sites/conormurray/2025/02/17/banks-including-jpmorgan-chase-and-morgan-stanley-reportedly-cutting-back-dei-references-here-are-all-the-companies-rolling-back-dei/

https://www.forbes.com/councils/forbescoachescouncil/2024/05/06/10-reasons-why-dei-is-important-for-businesses-and-how-its-evolving/