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It's one thing for me to decide a barber's racist, go to a different one, and tell my friends about it. It's another if I don't even need a haircut, I hear about a racist barber in another city, and I drive over to stand outside his shop with a bullhorn yelling at everyone not to go in. You can choose your barber based on whether you like his views on race, or whether you like his wallpaper, but consumers start to cross a moral line when they move beyond making their own decisions and start making everyone else's. When I stand outside the barber shop with a bullhorn, yelling about his racism, I'm not making my own decision about where to get my hair cut, I'm trying to starve the barber.
Wealth is a bullhorn, that's one of the biggest problems about woke consumerism. Playing politics through consumer boycotts is a rich man's game. The more money you have, the more impact your boycott has. In capitalism, each dollar is like a vote. It's perfectly fine for dollars vote for which goods and services rise to the top. [...] But the market place of ideas is supposed to follow one person one vote, that's how we aggregate votes in a democracy. When we normalize using dollars to win battles over ideas, we're just handing the wealthy control over society's values.
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