young woman providing groceries to elder neighbor

When we think of business, we often think of a simple exchange: a product, service, or experience in exchange for cash. We swipe our debit cards as a means to fulfill our needs and often move about our day unfazed by the impact that this simple exchange has made, without pondering why we chose to walk into the store we did. 

Beneath the daily buzz of checking our to-dos and filling our shopping carts are dozens of silent, often subconscious, exchanges made between us, as customers, and the companies we support. We reach for sustainable eggs or cruelty-free cosmetics because our values align. We buy coffee from the roaster who sponsored our child’s soccer team or toss bills into the tip jar for the musician whose performance makes us feel fired up in just the same way. We are exchanging capital in cash, as well as equity in social value, supporting business endeavors because something said blatantly or subconsciously assures us that our visions for our community’s future align. We are on the same team

In times of crisis, this social wealth we’ve exchanged holds immense value, rallying us together to face times of great challenge knowing, despite the circumstances at hand, we are not alone. 

Resilience, of people and their places, is a survival muscle built stronger through the wealth of social capital–shared values made more robust by support, showing up and lending a hand to a neighbor to lift the entire neighborhood up. 

Now, as we face the world-wide economic, health, and psychological impacts of the COVID-19 virus, we are invited to get curious and creative, knowing that despite the state of our wallets, we are rich with social capital; we are not alone. 

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