Like our recent elections, the diversity and quality of our community is directly affected by the individual buying decisions we all make each day. And just as informed voters are necessary for a representative election, so too informed consumers are critical to sustaining and nourishing a healthy business environment. A primary goal of the Corvallis Independent Business Alliance is to help people understand the reciprocal nature of local business.

One of the best parts of this equation is the “feel good” factor. Because you have made a decision to educate yourself about the differences in where you choose to shop and which products to buy, you deserve credit for making a difference in things you value and in which you believe. An educated consumer is one of the secret strengths of an independent business. We rely on our customers to appreciate the extra efforts we put into selecting our merchandise, training our staff and giving great customer service.

Price is an important part of the buying decision, but it should always be seen in perspective to your personal values. When you consider how your money multiplies when it is spent with a locally owned, independently operated business, you should feel proud that you are actively supporting your broader community — not just one business or one product. Every dollar spent locally creates almost 3½ times as much economic impact as it does when it is spent in a national chain store.

But also like an election, it is not enough for just a few well-intentioned people to participate. Similar to some of the ballot measures that require a majority vote before the result becomes valid, community support is critical. It really does “take a village” to create significant and lasting change. CIBA is not asking or expecting people to do an unrealistically disproportionate share, just do what they are able. When individuals do what they can and help others learn the significance of individual choice, then we have another multiplier effect and the benefits keep accumulating for our community.

July 1-7 is National Independents Week. Thomas Jefferson envisioned a nation of shopkeepers, so what better time to honor the hometown businesses that make our communities unique, keep entrepreneurship alive, give back to the community in time, talent, goods and services, and do so much more. It’s also a time to remind ourselves of the independent decision-making ability each of us possesses to choose the future look and feel of the place we make our home.

You can take the Indie Challenge — use Independents Week to explore your community’s independently owned businesses and see how much of your purchasing for that week you can do with them. You’ll keep your money circulating in your community more than three times as long than spending it at chains, where it leaves immediately for somewhere else. Every dollar you spend at a locally owned business helps your community in many ways.

So the old saying “If it feels good, do it” really does apply to community economics after all. If you don’t feel good with what you are doing, there is probably a valid reason for it. Each person is different and has a unique set of needs and values. You should shop where you feel appreciated and where you feel good supporting the owner’s efforts to satisfy your wants and needs. CIBA is committed to assisting you in finding your own best way to help your community and yourself feel good.