Why do so many people admire entrepreneurs but refuse to support local ones?
Posted: Tue Oct 20, 2026 4:44 am
We love the idea of entrepreneurs. We share the inspiring quotes, clap for the success stories, and say things like "we need more young people building businesses." Then a neighbor starts selling something and we say, "I'll just order it online."
It's a strange habit, and most of us have probably done it at some point.
Part of it might be trust. A big brand feels safe: known name, easy returns, fixed prices. A local seller feels like a gamble. What if the quality is poor? What if delivery is late? And when it's someone you know, it can feel awkward to complain.
Price plays a part too. Small businesses often can't match the discounts of larger companies, and when money is tight, it's hard to blame people for choosing cheaper. Then there's a quieter reason: familiarity. It's difficult to see someone you grew up with as a serious business owner. Some people support a stranger's brand faster than a friend's, because the stranger doesn't carry the memory of who they used to be.
And let's be honest, some local businesses don't help themselves. Inconsistent quality, poor communication, or no real branding can make it hard for even supportive customers to keep coming back.
But the cost of this habit is real. When people only cheer from the sidelines, local businesses close, and the money leaves the community instead of staying in it.
So what do you think is really going on?
• Have you ever felt unsupported by people close to you when starting out? What did you do about it?
• Do you buy from local businesses? What makes you say yes, or no?
• Is it fair to expect people to support local just because it's local?
• What can small businesses do to earn that support?
Tell us how you see it, even if it's an uncomfortable truth.
It's a strange habit, and most of us have probably done it at some point.
Part of it might be trust. A big brand feels safe: known name, easy returns, fixed prices. A local seller feels like a gamble. What if the quality is poor? What if delivery is late? And when it's someone you know, it can feel awkward to complain.
Price plays a part too. Small businesses often can't match the discounts of larger companies, and when money is tight, it's hard to blame people for choosing cheaper. Then there's a quieter reason: familiarity. It's difficult to see someone you grew up with as a serious business owner. Some people support a stranger's brand faster than a friend's, because the stranger doesn't carry the memory of who they used to be.
And let's be honest, some local businesses don't help themselves. Inconsistent quality, poor communication, or no real branding can make it hard for even supportive customers to keep coming back.
But the cost of this habit is real. When people only cheer from the sidelines, local businesses close, and the money leaves the community instead of staying in it.
So what do you think is really going on?
• Have you ever felt unsupported by people close to you when starting out? What did you do about it?
• Do you buy from local businesses? What makes you say yes, or no?
• Is it fair to expect people to support local just because it's local?
• What can small businesses do to earn that support?
Tell us how you see it, even if it's an uncomfortable truth.