The Emotional Weight of the Wallet and Reclaiming Wellness Through Conscious Spending
- Brainz Magazine
- May 1
- 5 min read
Most conversations about the no-buy movement focus on economics, minimalism, or activism, but for many Black Americans, buying has always come with an emotional tax.
I remember being about ten when my mom told me about a sit-in at a small Pittsburgh shop that refused service to immigrants. What stuck with her as a non-immigrant Black American was the injustice of it all, how easily access could be denied based on identity. What stuck with me? The confusion of why anyone would beg someone to take their money.
Decades later, I’m still asking the same question, just with more context and even more weight. Because what we’re navigating now isn’t just about where we shop or what we buy. It’s about the emotional exhaustion of always having to consider the politics of our presence. Of wondering whether a store is safe, whether a brand is really for us, or whether our spending will be turned against us as a performative gesture.
Even when the dollars are there, the dignity question still lingers. You walk into a store knowing you can pay, but the energy in the room asks if you belong. It’s not about affordability. It’s about permission.
That kind of constant calculation chips away at our peace. It turns every purchase into a negotiation of worth. And for many Black Americans, this isn't new. It's inherited. It’s the weight we carry when companies claim to see us, but only when it serves their image. It’s the fatigue of being first in line to spend, and last to be considered.
We’re not just tired. We’re exhausted from having to defend our dignity with every dollar. We’re navigating every purchase through a lens of protection, not peace. And the truth is, not everyone is wired for protest. Even those who are weary. We’ve been protesting, posting, decoding, boycotting, and educating—often all at the same time. That doesn’t mean we don’t care. It means we’re human. And sometimes, protecting your energy is the most radical act of all.
“You don’t earn your worth–you already are it.” – Jamie Kern Lima, Worthy
For as powerful and poetic as that statement may be, what does it look like in its application? Because Black Americans know we are worthy. That’s not the question. The question is, how do we protect our peace while still staying present in the fight?
How do we hold both our dignity and our dollars with intention in a world that constantly challenges both?
That’s what I’ve been unpacking in client sessions and real-life circles. And what’s rising to the surface is this: it doesn’t have to be all or nothing. What we’re seeking is alignment, one of the core pillars of the wellness journey I guide my clients through. That means ensuring our values, emotions, and even our purchasing decisions are aligned.
There’s no perfect formula. But there is space to make it all even, the dollars make sense.
Here’s what I’ve been encouraging in client sessions and social circles, not as rules but as ingredients for alignment:
1. Start with an energy check
Before clicking “Add to Cart” or swiping your card, pause and ask yourself if the decision is coming from clarity or stress. That one question alone can serve as a compass. You don’t have to overthink it, just notice the emotion underneath the action. That awareness is often enough to help you choose differently or more intentionally.
2. Reflect on your values
Are you spending, or choosing not to, in a way that reflects what you actually believe in? Do you have a personal value system that guides how and where you spend? Do you feel like you need one? There’s no right or wrong answer here. But if you find yourself driving ten miles past a store because of how they show up (or don’t), it helps to be clear on your why, so the inconvenience doesn’t feel like a burden but a decision you stand behind.
3. Let your spaces reflect your capacity
In my book club, we’ve intentionally decided not to discuss the current politics of the day out loud. It’s a boundary we set to preserve peace in that space. That said, some women are quietly boycotting big-box stores – not as a show, but as a personal, intentional act. On the other hand, in my spiritual community, we’re leaning into the conversations. We’re discussing how to process what we consume emotionally and politically, how to stay grounded without becoming disconnected, and how to respect both our boundaries and those of others. Not every space has to hold the same energy. Different rooms, different roles, and that’s okay.
4. Be mindful of emotional consumption
Many of my clients feel overwhelmed by what they see online – a TikTok video, a shared protest thread, or a viral callout post. However, they often haven’t had time to process what they’re seeing or even verify it. Before internalizing that outrage, I encourage them to pause and ask: Is this something I need to carry? Is this calling me to action, or is it just overwhelming me with guilt or fatigue? Information is powerful, but unprocessed, it becomes pressure.
5. Make your dollars, and your decisions, make sense
Maybe skipping Starbucks isn’t about joining a movement. Perhaps it’s about reclaiming your own resources. That $4,000 a year could fund something that fills you up—a dream trip, a family need, or even just financial breathing room. This isn’t about shaming what you buy. It’s about realigning what you value with how you spend.
6. Release the pressure to be perfect
You don’t need to be everywhere, do everything, or get it all right. You simply need to make choices that feel aligned with your values, your capacity, and your sense of peace. That’s how we lighten the emotional weight – not by doing more, but by choosing better.
We’re living in what feels like a revived taste of America, one where the promise of inclusion is being questioned, and the weight of history is showing up at the register, in the headlines, and on our hearts. For many of us, choosing where and how to spend isn’t about guilt. It’s about staying grounded in a world that keeps asking us to prove our worth. And as we navigate this moment, this tension between peace and participation, let’s remember: more rights for anyone doesn’t mean less for everyone. We don’t have to sacrifice our consciousness or ourselves to stay connected. We can buy in. We can buy out. But either way, we do it on our own terms, with clarity, with care, and with our whole selves intact.
Read more from Heather Williams
Heather Williams, Special Guest Writer and Executive Contributor
Heather Williams is a certified fitness professional with 37 years of experience empowering women over 45, particularly executives and business owners, to prioritize their well-being and reclaim their vitality through her holistic approach to fitness. As the founder of Journey24EverFit, an online fitness platform, Heather offers personalized Fitness and Goal Coaching, as well as virtual fitness classes. Her unique methodology uses fitness as a foundation for daily self-care, combining physical fitness with mindset strategies to help women rediscover joy, boost their energy levels, and thrive in both their personal and professional lives. Heather's clients praise her for her flexibility, sincere dedication to her profession, and her positive energy and influence. With her expertise and passion, Heather is committed to ensuring that no woman is left behind on her journey to optimal wellness.
