Boycotts Aren’t Enough. We Must Redirect.
- Nikki Porcher
- May 28
- 3 min read
Updated: Jun 5
We’ve seen the headlines: Another brand backpedals, another diversity statement disappears, and another department quietly shuts down.
And just like that, here comes the boycott.
But let’s be real: boycotts without direction don’t build power. They’re loud, reactive, and emotional. They get the hashtags moving, but they rarely move the needle.
That’s why I’m here to say something that may make you uncomfortable: Boycotts aren’t enough. We must redirect.
Because if you’re not willing to do the daily work of being a better consumer, then you’re not really supporting change; you’re watching it from the sidelines.
Let’s Talk About What “Work” Really Looks Like
Being a conscious consumer takes work.
It’s easier to shop from the same big-box stores every week.
It’s easier to let your algorithm pick for you.
It’s easier to click “buy now” than to research who’s actually behind the brand.
But “easy” hasn’t gotten us anywhere. Not in our communities. Not in our ownership.
Not in our economy.
If you say you support Black businesses, that support should show up in your habits, your spending, and your receipts.
It is not the responsibility of Black Business owners to keep reminding you to care.
It’s the responsibility of the consumer to shift.
The Problem Isn’t Just the Brands. It’s Also the Behavior.
Right now, businesses are losing money. But Black Owned businesses, especially those owned by Black Women, are still not seeing an increase in sales.
Even Melissa Butler, founder of The Lip Bar and a well-known retail name, shared that her brand hasn’t seen a meaningful bump in sales even during major moments of “support Black business” energy.
That should stop you in your tracks.
Because if she’s not seeing it, what happens to the founder without PR? The creator without distribution? The woman working two jobs to keep her business alive?
Let’s Be Honest: Social Media Is Not a Strategy
You remember June 2, 2020. Millions of people posted black squares on Instagram for “Blackout Tuesday.”They said they were standing in solidarity, wanted to be seen, and wanted to “raise awareness.”
But here we are, five years later, and the same companies that posted those squares are quietly walking back their commitments, firing DEI leads, and ghosting Black communities.
Performative support might trend for a day, but it doesn’t transform anything.
That’s why redirection matters. Because reposts don’t pay bills. Tweets don’t create economic justice. Money moves do.
Redirection Is Not Just a Buzzword. It’s a Discipline
It’s time to get honest: protesting at the cash register means nothing if you're not also thinking about what comes next.
Redirection is about where your money goes every day, not just during Black Business Month or when a company makes a mistake.
Here’s what redirection looks like in action:
Swapping your weekly grocery run for a Black-owned market
Searching for a Black-owned cleaning brand instead of grabbing what’s on sale
Asking your favorite coffee shop if they source from Black Roasters
Spending your holiday gift money at Black-owned storefronts—even when they’re not “trending”
Redirection is not reactive, it’s strategic. It’s consistent. It’s work.
And we all have to do it.
Here’s Where You Start: The Consumer Checklist
I know it’s hard to change habits and to know where to begin.That’s why I created the Buy From A Black Woman Consumer Checklist.
It’s a quick guide that helps you:
Shop intentionally
Evaluate businesses
Stay consistent
And stop waiting for someone else to tell you where to go
This checklist is for you if you’ve ever said:
“I want to support, I just don’t know how.”Now you do.
This Isn’t About Guilt. It’s About Growth.
The truth is: protest is easy. Practice is harder. But this moment, this movement isn’t about feeling bad.
It’s about doing better.
If we want a world where Black businesses thrive, where ownership is respected, and where wealth actually circulates, we need to act like it. And that starts with how we spend.
Take the Next Step: Redirection Over Reaction
From June 2–6, I’m leading a free 5-day email course called:
Redirection Over Reaction How to Buy With Purpose, Not Just Protest
Every day, I’ll walk you through what it means to shift from performance to power. You’ll get tools, reflection prompts, real talk, and action steps. And you’ll get that checklist, too.
It’s time to stop pretending we don’t know what to do.It’s time to get up and redirect.
You say you support Black businesses. Now it’s time to show us how.
Because boycotts aren’t enough. We must redirect.
And we must do it together.
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