In leading up to Green Friday - where you are invited to purchase less or abstain for buying altogether - I want to share some brief thoughts on consumer capitalism.I notice that even for a relatively minor purchase - like toothpaste or bread or coffee - people feel defensive and over-explain their purchase. "It's not cheap but I like to support small business" or "it costs a little more but ___ ".I'd like to suggest that we resist a defensive posture about so-called "expensive" purchases.First of all, for many products produced at a higher standard it's likely you are not buying an "expensive" version, you are buying a more fairly-priced version. Americans have been subsisting off artificially low prices for many years (and many of us are not getting paid our worth either). When we buy an "expensive" product or service but it is better quality, employs higher environmental standards, and/or pays workers and collaborators commensurate to their value, that is not an "expensive" item - it is a more fairly priced one.I think this is a part of consumer capitalism that has crept in, and not in a good way. We *all* have a budget to live within our means, this goes without saying. For some of us this is easier than others. But all of us bear some responsibility.No matter our social standing, with every purchase we freely make we have tacitly agreed to the terms. This means when we buy an inexpensive shirt for instance, we are agreeing to the terms of production (including work-slavery and negative environmental impacts). So if you are buying something "expensive" that is better for the environment, for the ecologies used to produce it, something that is less exploitive of human and non-human animals and the planet writ large - you should NEVER feel ashamed of that.You should be proud of that!Instead of saying, "It's a little more expensive but - " say, "I feel good about supporting these better business practices". LEARN about the business' practices and be ready to explain the value of their practices to others. Your choices and the ability to communicate the Why as to your choices, will influence others. Thus your impact is at least two-fold!We want ethical businesses to succeed, correct? We don't want all Amazon, Walmart, Target, more major corporations consolidating and leveraging power against us - right? While policy reform and indeed government reform will be needed to get us out of our current economic and climate crisis, we cannot sit idly by and wish for this to happen. We must help build and strengthen the providers who are running ethical projects and entrepreneurships.These leaders and entrepreneurs are creating better systems!We have more power than we might realize. My family buys a LOT less than many families in our class group, and this means we have more mental, emotional, and financial resources to invest in better products - better quality but also better for the environment.On a personal note I can say I feel good…