So here we are back to the blog. The first content blog out of the gate is empowerment through your consumption. Unless you have been absent from online life the last year you know about the Bud Light situation. We aren’t going to delve into the political and societal issues here unless you want to in the comments. What we are going to discuss is the very real lesson this should provide to all of us. Our real power to affect outcomes in the world lies within our consumption. You want to change the world quickly? Organize like minded individuals to target your consumption.
Are you political? Are you an environmentalist? Are you a woman’s rights advocate? A men’s rights advocate? It’s likely that there are some causes you are extremely passionate about. It’s also likely that at times you feel helpless to affect change that impacts the causes you believe in. What if I told you that you hold one of, if not the most potent tool to affect change in the modern world? You probably wouldn’t believe me, particularly when I say “you’re going to do it anyway” you would raise a brow and stare.
What you spend your resources on is the greatest driver of outcomes in the modern western world. You are going to spend money on things you need and want, imagine if you focused that spending on companies who support the causes you care most about? It is true when people say “follow the money” or “money drives the economy”. Basically large corporations, political parties, celebrities all drive outcomes that usually involve economic benefit to them. The only larger entity in the world then some of these institutions is consumer spending.
Imagine if a shoe company made shoes that were made completely out of recycled material. Imagine that that shoe company blew up and got as popular as NIKE. Do you think Michael Jordan would be endorsing their shoes? You think their branding and social messaging would be all over sports? Of course it would, but what would it take to get to that point? Your consumption.
None of this happens if those with disposable income don’t purchase the product. You start, you tell your friends, they follow, bam you have created change. It takes a long time, but as an example, I remember when the first modern electric cars were introduced in the 90’s. Many people laughed at it, then consumers started buying them, there was demand. More companies made cars like this. Now? Electric cars are poised to supplant combustion based vehicles in the next 50 years. If you told someone in 1962 that in 2062 there would be all electric cars they would laugh their butts off.
As I exampled above the Bud Light situation, we also see this manifest itself on social media. “boycotts” have been around a long time and in modern times we have most boycotts centered around a political ideology. Let me say clearly, I don’t care if you are liberal, conservative or other. You do you, however where ever you fall on the political spectrum your consumption is powerful. Everyone wants a piece of your money and governments, media and corporations are doing a juggling act on how far to push issues without alienating specific consumer groups.
Want to create change in society, your consumption is the quickest most direct way to get the change you want. Do business with companies who support the causes you believe in. In doing this you create the economic conditions supported by supply and demand economics that may result in large cultural changes. Take the time, focus here. Be dialed in to where you spend you money, what entity gets the benefit of your consumption and what culture/institutions that company supports.
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