How I’m Spending My DEI Dollars

Photo by Tom McGovern

Where do I begin?

First and foremost, I hope you’re doing okay and doing the best you can. Despite the weighty world, I hope you’re taking care of yourself and allowing yourself some opportunities to escape all the news we’re bombarded with and be at peace.

As I write this, I attempted to spend this rare, rainy Sunday in Los Angeles cleaning my apartment, grooving to music, and getting organized. While my apartment and little family are okay and were unaffected by the recent wildfires, I developed bronchitis due to the air quality and am just starting to get back in the saddle again. So, naturally, my apartment needs a deep clean.

I desperately wanted to return to business as usual after this catastrophic tragedy, but unfortunately, that’s not an option, and I’ve got to get these feelings off my chest.

A Backstory About This Blog

When I started this blog nearly 14 years ago, I was a 21-year-old college student who had just finished two internships with big fashion brands in New York City. I realized that I absolutely did not want to work in fashion after those experiences. However, I still felt connected to the industry, and I was eager to share my budget-friendly finds after spending six months living in the most stylish city in the world. This was in 2011 before the term “influencer” was coined, and back when I had to explain to my friends and family what a blog even was. Simpler times.

I had no idea what this little side hobby I started would become.

Over time, I monetized this little blog, joined affiliate programs, attracted brand sponsors, and went on to turn this hobby into a full-time, full-fledged career. Also, in 2020, my book publisher found my blog and saw how much I loved fall, so I was offered a book deal. I was not only an influencer, but I also became an author because of this silly little website I started years ago.

This is undoubtedly a dream career, right? Maybe.

I’m going to be candid: I’ve felt off these past couple of years doing what I do. When I moved across the country to pursue career opportunities in LA, I had to downsize. I’m sitting in this apartment full of stuff, and I’m not thrilled about it. I’ve given boxes away of PR products to wildfire victims, family members, and readers, but I’m honestly disgusted by having this much.

I’ve met many lovely influencers in town who share huge clothing hauls on social media that affiliate programs highly encourage. I have nothing against those influencers; this is the business and what higher-ups encourage us to do behind the scenes. However, while working in an industry that encourages folks to buy, buy, buy, I’ve become overwhelmed with overconsumption.

As a result, I started posting less on affiliate networks last year and got fewer brand deals. Less gifted product. Not an ideal influencer, right? I’ve long struggled to come to grips with my thoughts on overconsumption while also trying to make a living in this industry.

DEI Rollbacks and My Responsibility as an Influencer

Fast-forward to today: Donald Trump has just begun his second term as president and is waging a war on diversity, equity, and inclusion (DEI). 

If you’re new here, I’ve been pretty vocal about diversity for a while now. In 2019, I had a tweet go viral about the industry’s lack of inclusion, and after worldwide conversations in 2020, I foolishly believed that we were on track for a better, more inclusive nation. 

Instead, truthfully, I don’t even know what we’re facing here in the US. It’s pretty jarring and disheartening to see policies implemented during the Civil Rights Era being rolled back, among many other things.

When I began this blog, I intended to foster a light-hearted community where everyone feels welcome and empowered to live their most authentic lives. However, I realize I have a pretty big platform that reaches thousands of people, and I have some responsibility here.

I’m not an unbiased news source, and I don’t want to bombard your feed with every breaking news story and contribute to your doomscrolling. We all desperately need some joy on the internet right now. Personally, I feel overwhelmed by all the information coming out rapidly, and I still want this to be a good corner of the internet.

But I’ve been thinking: what is my place online, as an internet personality, in this new chapter of the United States?

Going forward, I will be very intentional about where I spend my Black-owned dollars. And I hope I can influence you, as a consumer, to spend with brands that you morally align with.

I will tell you right now: mistakes will be made. I’m no brand moral expert. After all, how ethical can large corporations be? While I’m trying to make the most educated decisions as a consumer, I might miss something. If you notice something, please gently call me in. I’m all ears, and I’ll always promise to do my best with the information I have.

So, Are We Boycotting?

Boycotts can be powerful, but they must also be focused and organized.

Many of us are disappointed with Target’s recent announcement of DEI rollbacks. I know, I know—never trust a big corporation. But Target just felt personal. Over the past few years, they have championed many Black brands, artists, and creators, and they are (were?) one of my favorite places to shop. 

Where do we go from here? Target announced their DEI rollback days before their huge Black History Month collaboration drop. Do we support those creators that Target collaborated with if that means giving Target our money? What about the other Black-owned brands that Target still carries?

Dee, the creator at Black Girls In, has a brilliant response to this on Threads (and also, check out her Substack).

If a brand you shop at has announced DEI rollbacks, you should:

1. Sell out their Black History Month Items, and continue to buy any minority/LGBTQ+-Owned products in their stores.
   
2. For other products you typically purchase from the brand (ex., cleaning supplies, household goods, etc.) that aren’t minority or LGBTQ+-owned, start to buy them from other retailers.
   
3. Start your boycott in March after you’ve found alternative places to shop.

Remember that minority creators who have signed on to collaborations with Target and other retailers might have lengthy contracts that they cannot break. By boycotting their collaborations, we might harm those creators. So yes, we’re still supporting people like Tabitha Brown and going full force for Blogilates, to name a few, and we will sell those products out.

Show Target and other retailers that our DEI dollars are valuable. Do not give them any excuse not to want to carry minority or LGBTQ+-owned brands. But things like toilet paper? Bestie, just grab that somewhere else.

Where to Shop Now?

If you can, keep your dollars in your community. Living in a large city like LA, I often shop with smaller retailers and locally owned businesses, but I understand some folks live where that’s not an option.

Some major corporations that have doubled down on their commitment to DEI include:

1. Apple
2. Costco
3. Chase
4. American Airlines
5. Delta Air Lines
6. Southwest Airlines
7. United Airlines

(Source 1, 2)

Small businesses need your support now more than ever. You have many options online if you can’t shop at a small business in person. On my blog and social channels (you can find me at @aliciatenise on most platforms), I’ll do my best to highlight these small businesses year-round, focusing heavily on minority-owned businesses.

At the end of the day, money talks. Black consumers in the United States have over $1.4 trillion in spending power. That, combined with some help from allies, could send a big message to these corporations.

Do you really need some of these silly little things that I promote at the end of the day? Probably not. If anything, I want to encourage you to save money, only buy things you need and/or have the budget for, and save now because this country is getting a little crazy.

However, if you want or need to shop, we can all collectively make a difference with our wallets. I don’t want to promote overconsumption here, but we can all invest our dollars wisely during this time.

Friends: I hope you continue to care for yourself and prioritize your well-being over these next few years.