My friend Joel once pointed me to this incredible article “Do You Really Have the Balls to Change Our Food System.” The article provides a reality check for people who think shopping at Farmer’s Markets, Whole Foods and Trader Joe’s will make a difference in the way our food is grown and produced.  As someone who values the experiences those environments offer, I found the article pretty sobering — not just because what the writer is saying about our food system -  but because she suggests that if we really embody the values we claim to have, we must be prepared to pay dearly for them.  This may require us to work harder, sacrifice conveniences, lose some perks, change our habits, and even pay more for what we consume.

In a day and age where consumers have more power than ever before, we be should jumping for joy at our newfound ability to stand up, voice our opinions and join with others to introduce positive social and economic change.   At the same time, doing so does require that we stand up, first.  This requires the displacement of apathy and the exertion of effort.  It also requires us to take on an increased level of exposure.  With our newfound power comes responsibility.  So, we have to ask ourselves whether we are willing to do our part. 

If you were asked “Would you buy a rug knowingly produced by abused children in a third-world sweat shop?” or “Would you eat a product if you knew it was harvested by men, women and child slaves who were victims of human trafficking?” most of you would emphatically say “NO!” 

Chances are, you can easily get both of the items above from any local store or national retail chain. It’s it’s the knowing will either force us to change our behavior or defy the values we claim to hold.  Sometimes not knowing is just easier for us.  NOT knowing gives us permission to continue to take the path of least resistance.   Not knowing lets us complacently consume based on convenience, rather than by listening to our conscience.  Not knowing lets us continue in relative comfort, requiring no sacrifice.  Truth however, often demands change by searing the conscience.

First things first.  For starters, simply ASK YOURSELF whether you are living your values based on what you ALREADY know - by judging what's "in the bag."   For example, let's say you are totally against pornography because you feel it exploits women.  Do you buy goods from purveyors of porn?  Have you really checked lately?  It's everywhere. Ouch.

Think about other purchases that trigger your conscience - maybe there are environmental, labor practice or cultural or other concerns that you see being violated where you shop.  Do you buy from companies that support charities, religious or political leanings you are against?   Do you invest in companies that violate your values?  Do you purchase from companies that have policies you don't agree with?   Do you knowingly consume products that have unhealthy or unethically produced ingredients in them? 

When a brand supports exploitation, or promotes content that you find offensive, does that really impact the way you shop on a day-to-day basis?  Is it a short-term impact or long-term?  Maybe you are overwhelmed...and believe it's too hard to live your values this way, because the offenses are too numerous to count.

This isn’t a preaching session here… if anything I’m processing as I write this article, because I’m struggling too.   As I type this on my MacBook Pro, checking my iPhone for a text, here's at least one immediate issue that renders me STUCK -- between the desire to stage a boycott and the desire to curl up into a ball.  Sound familiar?

Where and when do you draw the line?  When a brand assaults you, do you grumble privately? Do you boycott brands and flog them publicly in social media?   Do you call, write, post about the injustice or wrong you see?  Do you rally others to the cause?  It’s your right to exercise this freedom of speech and free market behavior… but do you exercise it?   Do you believe change is beyond you?  How do you choose your battles?  What motivates you to ACT?  When is enough really enough? 

In an era of social media and rapid change, these are important questions to ask - and an essential ones for each one of us to answer.  Unfortunately, while we should be chomping at the bit to be heard, many of us roll over.  Many more of us are more content and comfortable in our ignorance.  However, as we proceed in this manner, we unwittingly tell others our values do not matter.  We unwittingly create markets for brands that exploit the values we claim to have and, in doing so, we leave room for nothing but exploitation and ridicule.  We create markets for what offends us by telling companies that our values just really don't matter.  And by turning a blind eye, we also encourage others around us to do the same.

What's so amazing is that it doesn't have to be this way.  Today, the power of one can be magnified by millions, if we only would do our best to really live out our values rather than rolling over.  This applies to all of us.  In an era where many people feel they are not represented well by politicians and lawmakers — perhaps the most empowering thing we can do is reclaim our power as individuals - and as consumers by standing up for deeply held convictions.  I believe, when our consciences are seared, this is a natural outcome because light, truth and knowledge will compel us to act with courage and righteous determination --> and hopefully with love and respect for others, as well.

What brands reflect your values?