We’re in an era of the super-consumer. Consumers are attuned to the companies and supply chains behind the items they buy. While today’s consumers stil boycott, they buycott more. I love Amazon but spend my dollars with Better World Books when I have the option. I’m not boycotting Amazon, I’m buycotting Better World Books. As our consumption grows (which nationally it is), we look to exercise our beliefs and values in what we buy and from what companies we buy it.
This is good news for socially driven businesses. Find your spot where market forces meet consumer values and start building.