Why support a business, cause, organization, establishment or individual who doesn't support, love and respect you -- a point that needs to be reiterated every once in a while.

While we sisters definitely don't have a problem voicing our opinions when we experience an injustice, I wonder if the majority of us are also speaking with our WALLETS.

Activism is more than talk and words. It's meaningful action. The most meaningful action you can take when you feel that you're being treated unjustly is to withhold your dollars. That's what it comes down to 99% of these time in our society. Businesses don't care about feelings, sensibilities and movements. They care about CA$H. This is what the warriors of the Montgomery Bus Boycott knew, and this is why they got exactly what they wanted.

Your money is power. The media and businesses may have some level of influence on how society perceives black people, but nobody controls how you choose to spend your cash but YOU.

When Pepsi aired a commercial during the Superbowl that annoyed black women across the country (including me) most people wrote it off as us "just being too sensitive." But a lot of black women did boycott Pepsi products after that. Not too long after the Super Bowl (February 2011), Pepsi lost its standing as #2 soft drink seller, quietly falling to #3 in April 2011. Not long after that around August 2011, Pepsi sponsored Black Girls Rock, which I believe was their way of trying to make amends with black women. They must have seen a noticeable change in their revenues in certain areas.

I wouldn't be surprised to learn that a number of black women benefited from Pepsi's sponsorship that year. You have to make your voice heard AND back it up with action to get results.

We often hear of black people being treated unfairly at restaurants, clubs and other types of popular business establishments, but does that really stop us from going back to the business to spend our hard earned cash?

Why complain about bad treatment only to seek a fake "apology" so that you can turn around and go back to the same establishment to give them all that they really wanted in the first place -- your money.

Black Woman Spending Power Is Real
You see, businesses and marketers know this, but they don't want us to know this. They would be devastated if black women were to stop patronizing them in large quantities.

As of this posting, black spending power is now over $1 trillion and the vast majority of that is controlled by black women. So basically, if any business, individual or institution wants to make any real money off the black community, they are going to have to convince women to loosen those purse straps.

If I feel disrespected, devalued or ignored by a business it's a fat chance that I'll ever be back. And I'll be sure to let other people know when presented with the opportunity. I've experienced countless cases of this when visiting New York City, which is notorious for discriminatory behavior against black people. What these shop owners and businesses need to understand is that there are very real consequences to their actions.

Why Contribute to People Who Don't Value You or Your Spending Power?
White-owned businesses aren't the only ones who display discriminatory or disrespectful behavior toward black women. Black male celebrities like Chris Rock, Terrance Howard, Kevin Hart, Lil Wayne and others often get away with these anti-BW antics and still receive some level of support from black women. These men obviously don't care a damn about our sensibilities or concerns as black women, so arguing with them is pointless. What you do is WITHHOLD YOUR DOLLARS from any project they're involved in. If enough black women do this, sooner or later they will disappear. It all comes down to that CA$H.

Giving your money, time and energy to people and things that don't value you in return is a drain. It's bad. It's counterproductive. It's not good for you as an individual or as a community of smart, classy, fiscally responsible black women.

Enough talk. Put your money where your mouth is sister. Money is energy. Stay woke. Only support individuals, businesses and institutions that love, support and value you back. Period.

CB Lady



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