Search the term “Shop Local” on Google and you’ll find over 2.5 million references. Supporting mom and pop stores has always been an American value, but not until the last couple of years have communities fully embraced campaigns advocating on behalf of the lil’ man.
The movement has exploded: at least 130 communities have ‘buy local’ campaigns, with over half of them founded since 2005. This growth is fueled by the concern that an unbalanced economy—where big box stores flourish and local, independents struggle to survive—is destructive to our local communities.  In many cases, locally owned businesses are banding together to form what are in effect, marketing cooperatives, to compete with the billions of dollars of advertising messages from corporate behemoths that bombard us each year.

We are lucky to have three organizations in the capital region dedicated to promoting these principles: Capital District Local First, the Eco Local Living Magazine and the Local Living Guide. These types of organizations are central to the well-being of our communities. 
Maintaining a healthy balance between local and non-local businesses may be the difference between a surging local economy and a downwardly spiraling economy. According to Michael Shuman, critically acclaimed economist, author, and business owner, the most successful economies will be the ones with highest degree of local ownership.

However, a strong, vibrant and locally-rooted economy is not just about economics. Some of the most progressive thinkers of our day from every background imaginable are acknowledging the importance of this movement. The thinking goes like this: Change has to happen. Real change happens at the local level. And a healthy, functioning community—economically, politically and socially—is necessary to realize the change we envision. Thus, a world that is equitable, healthy and prosperous requires relationship-driven economies, where businesses operate locally, and are not managed from thousands of miles away.

At present we, as residents of this community, have two choices in before us: we may choose to be proactive, or to do nothing.
The following best and worst case scenarios illustrate the potential consequences of either action:

It is the year 2025 and Capital Region communities have chosen not to shift spending or policy since 2010. Where there were once thriving locally owned businesses, there are now mostly empty storefronts.  Where there was once farmland, there are now more shopping centers. Mega shopping centers have expanded and now draw business from a wider region.  Local wealth has dissipated, real estate markets have contracted, and our population is shrinking, as people seek employment opportunities in other communities. The tax base has eroded resulting in fewer funds to support our local governmental services. Non-profits are financially struggling, as fewer people are able to donate and less money is coming from business (locally owned businesses give 3.5 times the amount to charity as compared to their non-local counterparts). In the case of social service non-profits, they now have even more people to assist. And worst of all, there seems to be no way out. Big box stores have a complete lock on the economy and politics, making it increasingly difficult for entrepreneurs to bring their dreams of launching a business to fruition.

It is the year 2025 and the people in the Capital Region have embraced this movement. Back in 2010 we decided to shift more of our spending to locally owned business. Policy makers acted in the best interest of its residents, and re-examined its policies that unintentionally favored big, non-local business.  Big box stores still play an important role in our communities but now people have further embraced the value of supporting a rich diversity of locally owned businesses that meet the needs of locals and tourists. We see increased re-circulation of the dollar within our local economy (locally owned businesses have 2-4 times the local economic effect as compared to big box stores)—schools are well-funded, non-profits are supported, the arts are flourishing and individuals in the community have the capital and political will to conserve our local resources.  Today, there is less need for a car, because of the foresight of those in 2010. Citizens, businesses, government and non-profits worked together to design vibrant mixed-use downtown communities, where many necessities are now procured just down the street. With the price of oil tripling since 2010, trips to strip boulevard central are no longer as convenient or affordable.

Sound extreme? Well, these scenarios are not out of the realm of possibility. In fact, it’s happened before… hundreds of times.

As you travel through the United States you notice that more communities are comprised of the same franchise businesses clustered next to major highways or interstates, and nearby is a depleted downtown with vacant storefronts. Some rural communities in this region have even recently lost their neighborhood grocery store, forcing the entire community’s population to travel further to acquire food.
Despite the surging momentum of the localization movement of today, there are far fewer examples of communities that are realizing their vision. This is mostly a reflection of a new movement fighting an avalanche of divergent forces.
However, the good news is that we created these forces and we can undo them. Plus, the shift that is required to reverse the trend may not be as great as we think.

The movement’s message is all about balance; it’s not an anti big-box center campaign. The goal is not to rid our communities of all big box stores—that is unnecessary and unrealistic. But simply by shifting just 10% of our spending we may begin to see powerful results within our communities. Based on studies conducted in similar communities, this conscience shift in spending could result in nearly $200 million in new economic activity and 2,269 new jobs for the Capital Region.

The choice is ours to make.

Side note: According to Michael Shuman, nationally acclaimed economist and author, banking with a locally owned bank is one of the most critical first steps to localizing your own capital. Flip through the Local Living Guide, find a coupon for the Adirondack Trust Company and set up an account. Also check out www.moveyourmoney.info for entertainment purposes.

Jonathan Greene is a 25 year old social entrepreneur.  Jonathan founded the Local Living Guide—a new kind of coupon book that rewards healthy and vibrant reciprocity between residents and locally owned businesses. The book is designed to be a results oriented tool for community stakeholders wishing to engage in the creation of a restorative local economy that values prosperity, people and the planet. The 2010 edition is now available for $15 and provides $3,500 worth of incentive to shop with your values. For more information, visit www.locallivingguide.com or you may contact him directly at This e-mail address is being protected from spambots. You need JavaScript enabled to view it .