Hi Reader,

The following is an excerpt from my article in the wonderful UPPERCASE magazine, where I'm proud to be the business columnist. This one seemed timely to send to you.

For twenty years, I’ve been supporting small businesses by helping them build online shops. One of the shop owners my team works with described themselves to us as "reluctant capitalists," which we found amusing but also apt. I get it. I want my business and myself to be a force for good in the world, but I have to work in the system I live in.

Here are some ideas for planning a strategic approach to doing good that plays on your interests and strengths.

Assess and prioritize business health
This is the foundational step. The stronger and more abundant your business’s resources are, the more generous you can be. Know your numbers before you donate money. Know your priorities before you donate time. Patch the holes in your boat before trying to fix someone else’s.
Choose energizing rather than depleting activism
Keeping values at the forefront allows you to focus your efforts on your areas of expertise and choose tactics that align with your capabilities, resources, and available energy. Imagine how much you could help if you found a cause you’re enthusiastic about, rather than something that feels like a chore.
Compromise when there aren’t perfect solutions
Where I have to compromise, I can offset. For instance, shopping online is hard on the environment. The tech industry I operate in isn’t always inclusive to minorities. We have a line item in our budget for charitable donations (we have been donating to the Clean Air Task Force and Black Girls Code monthly for years). The dollar amount has been cleared by our accounting team, and the causes align with the work we do.
Start small if you’re overwhelmed
I can’t always save the world! For me, at the minimum, I strive to do no harm, by not emulating the systems and models I disagree with. When the need in the world feels like too much, it’s okay to choose one thing you can commit to and focus on that. There's usually something any of us can do to add a dash of generosity to commerce. If every small business did one small thing, it would have a huge impact.

I believe my team at Aeolidia is making the world a tiny bit better, with all the ripple effects we cause. When my business is successful, I can help dozens of other small businesses thrive each year. Then they are more able to support their communities, counter corporate greed, and bring some joy.

What could you aim for that would feel energizing rather than depleting? We’re going to need your energy in the long run.

Interesting Clickables

⚓️ Read past issues of Aeolidia's newsletter here

I thought this was fascinating. People are less weird than they used to be: The Decline of Deviance. I'd love to hear what you think.
Shopify just launched its own Substack newsletter, "the latest sign that brands are taking Substack seriously as a marketing channel."
Becky Tyre from Retail Details breaks down who those ultra-early holiday shoppers are, why they matter, and even offers helpful scripts you can use to start connecting with (and converting) them before the season officially begins.

Latest Aeolidia Launch

A Shopify site for Kimonomomo.

We partnered with Kimonomomo to evolve their Etsy shop into a standalone Shopify site, where their vintage kimono textiles, hand-sewn pieces, and Japanese craft supplies can finally take center stage. Our team migrated products from Etsy, set up a streamlined Shopify site, and customized an inventory sync workflow so both shops stay aligned without tedious manual work. We’re so excited to see their unique pieces discovered and purchased from their own online home.

SHOP THE SITE

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How to Increase Online Sales During the Holidays

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Wishing [COMPANY GOES HERE] all the best,