They Don’t Get It… But Still Want Our Dollars: The Disconnect Between Retail, Service Providers, and the Black Consumer.
There’s a reality in America that too often goes unspoken — Black people are regularly disrespected in places that have no problem taking our money. From retail stores and restaurants to car dealerships and service counters at beauty supply stores, we’ve seen it, felt it, and endured it. And while we continue to show up as loyal consumers because we have had no alternatives, the experience many of us receive tells a different story: one where we’re tolerated but rarely valued.
This isn’t a matter of isolated bad employees or random incidents. It’s a pattern woven into the everyday experiences of Black Americans across generations. And yet, these same establishments — the ones where we’re followed around while shopping, overlooked while dining, or ignored at the counter — eagerly cash the checks and swipe our cards.
Disrespect Disguised as Business as Usual
Walk into a high-end department store and notice how the staff greets certain customers with warmth and attention, while you’re subtly — or not so subtly — watched or ignored. Sit down at a restaurant and watch as tables around you get faster, friendlier service. Request assistance at a car dealership, only to be spoken to like you can’t possibly afford the vehicle you’re interested in.
These aren’t figments of imagination. Study after study confirms that Black consumers experience higher rates of racial profiling, inferior service, and discriminatory treatment in retail and service environments. A 2018 Gallup poll reported that 1 in 4 Black Americans say they were treated unfairly while shopping in the past 30 days. A 2021 study by the Brookings Institution showed that Black people are less likely to receive helpful customer service in retail and more likely to be suspected of theft — not based on behavior, but purely because of appearance.
And yet, despite this, our spending power in the United States reached over $1.8 trillion in 2023. We continue to pour our hard-earned dollars into businesses that refuse to treat us with the dignity and respect we deserve. They Want the Money, Not the Humanity
What’s most infuriating is the hollow diversity statements and performative gestures made during Black History Month or following publicized racial incidents. Companies change their social media avatars, run ad campaigns championing equality, and pledge to “do better.” But when the hashtags fade, too many revert to the same indifferent service and discriminatory practices.
They don’t get it — or worse, they don’t care to. Because for many, the Black consumer is a dollar sign, not a valued human being. We’re welcome to contribute to the profit margins but not the culture, the decision-making, or the leadership structures. Our dollars are desired, but our dignity is negotiable.
Why UNITE Was Created
This is the climate that birthed UNITE. It wasn’t born out of convenience — it was born out of necessity. UNITE exists because we needed to create a space where Black people are seen, valued, and respected not only as consumers but as leaders, business owners, and changemakers.
It’s about building our own ecosystems, supporting businesses that honor our humanity, and circulating our dollars where they matter. It’s about no longer waiting for respect from places that have repeatedly shown us they’re unwilling to give it.
UNITE’s mission is simple: to uplift Black-owned businesses, empower entrepreneurs, and provide everyday people with tools like the UNITE Connect Card and the UNITE Directory to build meaningful, profitable, and respectful connections.
The Power of Withdrawing Our Dollars
The truth is, economic power is social power. The Montgomery Bus Boycott of 1955 wasn’t just a protest — it was an economic disruption. And it worked because money talks in ways that public statements and empty promises never will. When we intentionally direct our dollars, we change the conversation.
Supporting Black-owned businesses, advocating for fair treatment in the places we shop, and holding service providers accountable isn’t a trend — it’s survival. It’s dignity. It’s a declaration that our money is valuable, and so are we.
Final Thoughts
To every retailer, restaurant, and service provider reading this: understand that you can’t continue to disrespect a people while depending on their money. Our dollars matter. Our presence matters. And if you won’t see us as equal patrons and valued customers, we will build our own.
To the Black community: UNITE isn’t just a business — it’s a movement. It’s a way to redirect our resources, reclaim our time, and respect ourselves by refusing to finance disrespect. We have the power. We’ve always had it. Now it’s time we use it.
“Black spending power isn’t just a number — it’s a force. When directed with purpose, it has the strength to build legacies, shift markets, and demand respect where it’s long been denied.”
UNITE Leadership
