Following the election in my home country—and the complex process of forming a new government—I noticed a recurring sentiment in letters to the editor: “We only get to vote every five years. My voice counts for little, and nothing really changes.”

But that perception overlooks a powerful truth: your influence doesn’t end at the ballot box. In fact, you vote every single day—through your wallet.

Consumer spending is one of the most direct and impactful ways to drive change. In sectors like FMCG, market share is THE ultimate scoreboard. It reflects real-time consumer choices: do they choose your brand or the competitor’s, on the shelf or online? And nothing shifts corporate behavior quite like a change in market share. Profit gains or losses sharpen focus in boardrooms faster than any manifesto.

Put simply: money talks.

So, if you want to see change, let that guide your everyday decisions. Support the media, brands, services, and institutions that align with your values. You can literally put your money where your mouth is.

It’s easy to feel powerless as an individual. But someone once shared a simple idea with me: “Imagine the world is split 50/50 between good and bad. Your choice is the one that tips the scale.”

Or, in the words of Helen Keller (who was born blind and deaf):“I am only one, but still I am one. I cannot do everything, but still I can do something; and because I cannot do everything, I will not refuse to do something.”

In the U.S., we've already seen consumer activism reshape markets—sometimes controversially, but always with real impact. This brings us to an important distinction for businesses: purpose is not politics.

Purpose is rooted in the unique value your brand or service brings to the world. For some companies, stepping into politics or culture wars aligns with their brand positioning and resonates with their target audience. In such cases, it can be a powerful expression of identity and differentiation. But otherwise, it’s best to stay out of it or to act with caution. Entering political or cultural debates comes with risk. It’s essential to fully understand your audience and prepare for the potential consequences—positive and negative. Misalignment can lead to a severe backlash, as seen in recent high-profile missteps by brands like Budweiser and Jaguar.

The key takeaway? Make sure your purpose is authentic, strategically aligned, right for the people you serve, and focused on what your business can uniquely do.

I help companies define and activate purpose that resonates—authentically and sustainably. If that’s something your business is exploring, let’s start the conversation.

© Peter Corijn 2025, CEO VUCASTAR.

About VUCASTAR

VUCASTAR is a consultancy dedicated to helping organizations craft winning strategies, drive effective execution, and develop strong, future-ready leadership.

To learn more about how we can support your business goals, visit www.vucastar.com or contact us at info@vucastar.com.