A recent article from privacy centric upstart, Unplugged, makers of the UP Phone, underscored the importance of promoting, and continuing to build alternatives to mainstream products.
Why is that important?
Aside from creating a healthy and competitive market, having alternative choices allows consumers to align their finances with their values.
In a market saturated with options, a purchase is no longer just a transaction; it’s a choice. Every time you open your wallet, you’re casting a vote. You’re saying, “I endorse this,” “I trust them,” or “This aligns with who I am.”
– Unplugged
Your money is your megaphone.
The era of covid authoritarianism, accelerated and amplified cancel culture to the point of deplatforming, debanking, and even disemployment. This became the catalyst for the rise of a ‘parallel economy’.
The Parallel Economy
The parallel economy sought to create companies that produced goods and services already popular with American culture. The hook was that these companies would be more aligned with (mostly) conservative and christian values. Additionally, a certain sector of companies focused on privacy and security.
Companies and consumers could freely express themselves without fear of losing their livelihood. The market would determine their fate, not politics or faith.
From this came forth social media companies like TruthSocial, Gettr, Gab, Locals, and Rumble, among others. Within these networks, small businesses began to incubate, advertise, and grow. Groups like Telegram, Signal, Proton, and Brave made privacy a top priority and challenged the Goliaths in their arena. Platforms like PublicSq and GiveSendGo exploded and even went public.
It appeared there was indeed, a demand for this marketplace.
Paddling out into the lineup.
The autonomy that entrepreneurship brings has always been a major draw for me. But I’ve always treaded lightly on the line between faith and business. Meaning, that I tried hard to remain professional and let my faith speak through my actions, and how I conducted business, rather than being a verbose ‘witness’.
The emergent parallel economy challenged that philosophy, and I began thinking more about this movement. And business model. An overtly faith-based business was at the forefront of my mind when Sonshine Surf Co was born.
This was a business directly aimed at Christians who embraced the globally popular surf fashion lifestyle. It also allowed me an opportunity to merge two things I enjoy doing in this life.
But is this movement losing steam?
Convenience and comfort can be a curse. It’s hard to switch systems and products when one has relied on something for so long. Not many people are willing to go through what little pain and suffering is required to cancel Netflix and subscribe to PureFlix instead. To say bye to Disney+ and hello to Angel Studios.
And then there’s the violent opposition. Some people simply can’t let another choice or opposing viewpoint exist. And so the methods of cancel culture have intensified from words to actions. It’s escalated physically.
Perhaps this is what led Public Square to abandon the directory and ecommerce model in favor of pivoting to a fintech company. Or maybe it was purely business.
The Son Shine Economy
Still, there are organizations that are flourishing and showing signs of growth. On the US Christian Chamber of Commerce website, it lists 23 state or city Christian Chambers of Commerce members. The San Diego chapter that I have partnered with continues to add members in its second year.
GiveSendGo’s tagline is ‘Shine Brighter’ and there is definitely a contingency of christian businesses adopting a Matthew 5 philosophy of being a city on a hill. Of letting our light shine in the darkness. With the murder of Charlie Kirk,
“You are the light of the world. A city set on a hill cannot be hidden. Nor do people light a lamp and put it under a basket, but on a stand, and it gives light to all in the house. In the same way, let your light shine before others, so that they may see your good works and give glory to your Father who is in heaven.
Matthew 5:14–16 (ESV)
There’s often a growth spurt at the outset of a new movement. And sometimes, a purge takes place when the heat is turned up. But the ones who dig in and double down, tend to reap the rewards of resilience.
I’d like to be counted in that number.