The same box of cereal can be bought in two stores near me for surprisingly different prices. But you’re not really paying for just the cereal.

You might be supporting an employer to pay the living wage at the more expensive store. Choosing a firm that values people’s rights and collaboration, over presenteeism and automation. Aiding investment and innovation, instead of cashing in and copying others.

The purchases we make can make or break business practices. Let’s choose kindly, within our means.

We need less than it may appear and can make a bigger difference than it might seem.