In a time when we often find ourselves divided instead of united,

Be reminded, there is only one force that overcomes fear and hate,

LOVE makes US great!

I've written before that if you want to see what is important to you, look at your calendar and your bank statement. This week, let's take a closer look at that bank statement - where we spend and what we buy.

Last week, I picked out a specific T-shirt to wear shopping. As I was checking out, one of the store employees noted, "That's a great shirt!" I replied, "I wore it specifically because I was coming here, and I'm going to take a selfie out front." He smiled. 

Have you guessed where I was? Yep, Costco! Why did I wear an HRC "LOVE" t-shirt in rainbow colors to Costco? When Costco was pushed to back away from the company's Diversity, Equity, and Inclusion work, the leadership pushed back to declare the company's commitment to inclusion for all.

The list of stores and brands I avoid buying from has grown over the past few months. At first, I was not too concerned since I didn't need a tractor or a motorcycle. But more recently, I began to worry that I would soon be threadbare, hungry, and blistered. 

Thankfully, many stores and brands have renewed their commitments. Why? Because it makes good business sense. Always has.

Costco has seen a marked increase in revenue since its declaration. Another formerly favorite retailer has seen a marked decrease in revenue since their reversal of commitment. This is a tangible proof point for the business case supporting inclusive practices  - customers care about the values and practices where we shop.

Collectively, we can drive change. Do not worry - you can still buy 100 rolls of TP at a time, yummy ice cream, lush cosmetics, and even jeans from companies that live their values in the face of the storm. Check out this list from early April 2025 - These 26 major companies still have DEI practices.

Get dressed and spend those $$$ with dual purpose!

Please share where you $hop to support your values.

Love requires participation. Love requires sharing. Love requires action. Love requires commitment. 

For folks who share your experience, I'll send you a LOVEMUG sticker and magnet.

With gratitude,

Joyce Aiko

(yes, love really is my middle name)