Consumers have proved when they’re purposeful and organized they can be impactful. Recent boycotts of Amazon, protesting the company’s labor practices, environmental impact and market dominance, join several other protests against corporate greed and high costs of living. There’s power in our purchasing decisions.

For such initiatives to succeed, this shift needs to expand beyond occasional boycotts toward shopping in alignment with our values on an ongoing basis. It isn’t just about what we’re refusing to buy — it’s about what we actively choose to support.

What if we could reimagine our relationship with consumption? Every purchase opportunity lets us protect and strengthen the unique character of our neighborhoods by choosing businesses that prioritize people and planet alongside profit.

This past semester, Isenberg School of Management students at UMass studied Amherst businesses that exemplify a shift in business thinking — moving from focusing solely on profits to considering benefits for employees, communities, and the environment. Through mindful marketing audits, students identified how six exemplary Amherst establishments are uniquely contributing to their ecosystems and the planet on which we all want to thrive.

Values that foster sustainable communities where all can thrive

Every purchase casts a vote for the kind of world we want to live in. Local businesses in the Mill District (Futura Coffee Roasters, The Closet, Carefree Cakery, and 3 Amigos) and downtown Amherst (Mary Moore Design and Kwench) exemplified core values that foster sustainable communities.

Sustainability: Our daily choices contribute significantly to environmental challenges — the fashion industry alone produces 10% of global carbon emissions, and a single cup of coffee requires about 140 liters of water. Consumers can choose companies with practices that replenish and take care of the earth.

Values in action: Futura Coffee Roasters sources beans from farmers practicing regenerative agriculture and invests 3% of sales back into sustainable practices. The Closet combats textile waste by offering luxury second-hand clothing, extending the life cycle of garments as Americans discard about 11.3 million tons of textile waste annually.

Health and clean ingredients: Ultra-processed foods and excess sugar contribute to numerous public health challenges. What we consume directly affects our well-being and that of our communities.

Values in action: Carefree Cakery creates allergen-friendly desserts with clean, made-from-scratch ingredients. “I’ve had people come in saying, ‘My kid has never had cake before because he’s allergic to eggs,’” shares founder Alysia Bryant. Kwench makes smoothies and açai bowls with high-quality ingredients from local organic farms, avoiding the preservatives and added sugars found in many pre-mixed products.

Fair trade and ethical labor: Supply chains often conceal exploitation and unfair labor practices. Consumers can counter this by seeking out fair trade products, which ensure artisans and producers receive living wages and work in safe conditions.

Values in action: Mary Moore Design prioritizes direct relationships with BIPOC and fair trade artisans. Carefree Cakery strengthens the local economy through fair trade ingredients and employee empowerment.

Diversity and inclusion: Supporting immigrant and BIPOC-owned businesses creates a more equitable economy while preserving cultural traditions.

Values in action: 3 Amigos, founded by immigrant families from Latin American countries, creates authentic dishes that preserve cultural heritage while partnering with local farmers. “Our ingredients are primarily locally sourced, allowing us to create authentic dishes that stay true to our country’s traditional recipes,” shares co-founder Matias Martinez.

Consumer empowerment: Businesses that educate customers help create more informed and intentional consumers.

Values in action: The Closet offers personalized styling sessions, helping customers develop confidence in their bodies and personal style. Mary Moore Design hosts educational classes that deepen consumers’ understanding of how home goods choices impact communities worldwide.

Community Building: Local shopping keeps approximately 68% of expenditures circulating in the region, strengthening the entire community ecosystem.

Values in action: While major chains remove seating to boost turnover, Futura Coffee Roasters provides a collaborative workspace with free WiFi and partners with neighboring businesses. Kwench creates a welcoming community space featuring local artwork, games, and occasional live music.

“If people who have the most, choose to live differently, we can address issues at the root of capitalism,” explains Mary Moore, whose business exemplifies this philosophy.

Let’s start a quiet revolution of reclaiming consumer power

Being an intentional consumer isn’t about purchasing based on dogmas and guilt. It’s about creating moments of pause in our hurried lives — a gentle rebellion against the constant pressure to consume mindlessly.

When you step back, you begin to see that each purchase carries meaning beyond the transaction. In a world that constantly tells us what we should want, choosing differently becomes an act of love — both for ourselves and our community.

Before making a purchase decision:

■Take a breath and ask: “What truly sustains me and the world I live in?”

■Align your spending with what matters to you, not just what is most convenient.

■Share your discoveries as acts of connection.

The Mill District and downtown Amherst feature dozens of local gems worth exploring. Prioritizing shopping local keeps expenditures in the region, reinvested in other businesses and funding community initiatives.

Your choices support local families and a vision for a more sustainable, equitable, and connected community. As you consider your next purchase, pause to ask yourself, “In what kind of world do I want my dollars to invest?”

Shalini Bahl, Ph.D., is a former Amherst town councilor, award-winning researcher, author, and mindfulness consultant who teaches mindful marketing at Isenberg School of Management at UMass Amherst. She can be reached at shalini@knowyourmind.training.