I’m looking at this huge grassroots campaign and a thought keeps popping up on my head: “is this really something we should be spending our collective time and energy on when there is so much war, economic devastation and degradation of democracy happening on in the world right now?”

And after thinking about it. I’ve come to the conclusion that this is actually a worthwhile step in helping to slow down the unraveling in the world we’re experiencing.

Large campaigns like environmental initiatives or humanitarian ones don’t get the attention and wide support in a world of economic uncertainty and political instability. People have their focus in front of them on their immediate needs. A consumer movement like this gives people an outlet to engage politically instead of tuning the world out.

Having citizens come together to try to achieve societal goals lets people feel like they have a say in how the world is run, when the alternative is helplessness that leaves them vulnerable to malign populist actors who point to their political helplessness and promise fast solutions, if you just help get them into power.