We Just Spent 5 Days Redirecting Our Money & It’s Already Changing How We Show Up

Buy From A Black Business Launched This Week!

Over the past week, more than 200 people joined Redirection Over Reaction, a five-day email series created not just to inform but to transform how consumers move in a system that’s never been neutral.

We didn’t just talk about Black-owned businesses. We talked about us as spenders, supporters, decision-makers, and culture-shapers.

Why These Insights Matter

If we’re serious about shifting economic power, we have to get honest about how money moves and what’s blocking it from circulating in our communities.

Every dollar that leaves our hands fuels either a system that excludes us or one that builds with us. Most people don’t realize how often the first happens.

That’s why this series mattered.

What We Did This Week

We broke down five core truths:

• Redirecting isn’t about protest. It’s a lifestyle shift.

• Most dollars leave the Black community in under 6 hours.

• “There’s no ethical consumption” isn’t an excuse to do nothing.

• Black businesses aren’t underperforming; they’re being overlooked.

• Visibility isn’t charity. It’s survival.

People didn’t just read the emails. They responded. They reflected. They redirected.

One woman shared that she finally visited a Black-owned bookstore in Lithonia and left with armfuls of books and a full heart. Another realized she never leaves reviews unless asked—so now she’s building that habit for herself and her clients.

This is what it looks like when education becomes action.

These lessons weren’t created for corporations or gatekeepers. They were created for us. Because if we’re going to change what’s happening in our communities, it starts with how we move every day, every purchase.

Consumer education is community power.

This is advocacy in real time.

This is what accountability looks like.

The Consumer Accountability Pledge

We closed the series with a simple, powerful commitment: to keep redirecting, to stay mindful, and to take responsibility for what our dollars fund and who they empower.

What’s Next: What Consumers Are Costing Small Businesses

New class starts Monday, June 9.

This class is for everyone who’s ever said “I support Black-owned businesses” without asking the next question: Am I helping them grow, or unintentionally holding them back?

This week, we’ll explore:

• How consumer expectations can hurt more than help

• The hidden cost of convenience culture

• What it truly means to be a responsible, aligned consumer

Sign Up