“Finance is the gun. Politics is knowing when to pull the trigger.”
Don Lucchesi, The Godfather, Coda: The Death of Don Corleon
In response to the rescinding of Target’s DEI programs, Atlanta-based pastor Reverend Jamal Bryant has organized a 40-day fast on buying at Tar-jay that began on March 5, 2025 (Ash Wednesday) to continue through Lent.
Many folks support the blackout as part of a broader commitment to steer spending away from corporations that have retreated from their DEI initiatives, like Amazon and Walmart, and toward companies that have maintained theirs, like Costco. Or better yet, to support more small businesses, especially those owned by people of color.
I love that Bryant calls it a fast. The speedy convenience of Amazon Prime has made it too easy to skip getting up and going somewhere. The fast reminded me to more closely watch my dollars, choose needs over wants, or do without altogether.
Fortunately, my “for us by us” habit means I automatically seek out and support mostly minority- and women-owned businesses and services, including medical providers. And thanks to the many cultural creatives in the world of fashion, my look stays “so fresh and so clean.”
Using boycotts to make an economic point and push political transformation is but one activist tactic. And it’s not new. One little-known boycott may be a great indicator of how long it takes to impact change. In fact, it was the longest economic boycott in U.S. history.
Launched in 1966 and led by Charles Evers after the assassination of his brother, Civil Rights leader Medgar Evers, African American residents in Claiborne County, Mississippi stopped buying from local white-owned businesses for six years. Local African American small businesses flourished due to the redirected spending. In 1969, Evers was elected Mayor of Fayetteville, the first African American elected since Reconstruction.
That same year, the white merchants filed suit and won. But that ruling was challenged and eventually led to the Supreme Court of the U.S. reversing that decision.
It takes courage, planning, mass cooperation, sacrifice, and commitment to stop spending to our detriment. To consciously pivot the dollar flow to the businesses and institutions we value is to play the long game. May we stay the course!
The Inner Road Retreat – Marrakech, Morocco | October 13–19, 2025
Have you been craving a break that’s not just about time away, but a true journey within?
The Inner Road Retreat in Marrakech, Morocco, is just that. Picture yourself surrounded by the beauty and culture of this stunning city, while going deep into meaningful experiences—from thoughtful wisdom circles to delicious cuisine, to the kind of shopping that tells a story.
This retreat isn’t something you can fully explain, it’s something you need to experience and feel for yourself. If you’re on the fence, let me tell you: it’s totally worth it.
Click here for more details and to begin your journey: The Inner Road Retreat
Upcoming Event: V-WISE Conference for Women Entrepreneur
I’m honored to be delivering a keynote and leading a workshop at Veteran Women Igniting the Spirit of Entrepreneurship (V-WISE), May 2 -4, 2025 in Tempe, AZ. The conference is designed to empower women veterans, active-duty service members, and military spouses with the skills to launch and grow their businesses.
V-WISE kicks off with a 4-week online course covering fundamental business skills, followed by a transformative in-person experience. If you or someone you know could benefit from this opportunity, applications are open until March 24, 2025! Learn more and apply here:
Until we meet again,
Warmly,
Isisara Bey
