How to Be a Better Customer to Small Business Owners
(Especially the Ones You Say You Support)
In 2026, supporting small businesses needs to go beyond hashtags, viral moments, and performative praise. I’ve watched a troubling pattern play out repeatedly—one that hurts entrepreneurs, especially Black women, in ways most consumers don’t stop to consider.
Recently, a young woman in Florida who sells cinnamon rolls went viral. She’s a student, running a bakery part-time, doing her best. As quickly...