At a time when inflation strains wallets and social values clash with corporate policies, a growing number of young Black consumers are rewriting the rules of consumerism.
For them, spending isn’t just a transaction; it’s an act of resistance, self-care and community building.
This movement toward intentional and value-based spending is more than a budgeting trend. It’s a cultural shift grounded in financial awareness, health consciousness and moral clarity.
Whether choosing to support Black-owned businesses, investing in whole foods despite the price, or avoiding companies with harmful labor practices, young people are increasingly scrutinizing where their dollars go.
Sebastian Sanders, founder of The Sanders Hand Foundation, describes intentional spending as “spending with a purpose.” Reflecting on his own journey, he says, “When I was younger college days, high school you get money, maybe from a summer job, no bills or responsibilities, so spending wasn’t intentional. It was usually on food, clothes, or whatever caught my eye.”
Today, Sanders approaches money differently. “Intentional spending starts with behaviors and discipline. Every dollar that comes in has to work for me I’m not working for it.” His recent purchases illustrate this mindset: “Buying my cap and gown for my master’s graduation felt meaningful and books are always good investments.”
He launched The YBC (Young Billionaires Club) Thrift Store, an experience that merges fashion, affordability and community engagement. “The YBC Thrift Store is a way of encouraging people to shop intentionally,” Sanders said. “It gives people access to affordable, stylish clothing while promoting sustainability and a way for us to reinvest in ourselves.”
The store doesn’t just resell clothes; it also creates space for education. “We pair the thrift experience with information about supporting local brands, reducing waste and thinking long-term,” Sanders explained. “It’s about making intentionality tangible, giving people real options that are both ethical and accessible.”
Sanders described an evolution in his spending habits as an adult.
“I used to buy impulsively shoes, clothes, jewelry just for the dopamine rush. But now, I slow down. If I buy a $20 t-shirt, I think I can wait. Do I really need it? Sometimes I redirect that money to investments or my business.”
Young Black individuals are prioritizing value spending, aligning their purchases with personal values and seeking brands that reflect their identity and cultural heritage. They are driven by a desire for authenticity, supporting businesses and building generational wealth.
Nicholas Williams, a 30-year-old with two jobs as a tech professional at a transitional living facility and a food service manager, embodies this shift toward intentionality. He shared how a recent purchase of healthy food alternatives aligned more closely with his values.
“I’m used to buying processed foods… fast food, McDonald’s, or even some of the produce at Walmart, which is treated with pesticides. I decided to go to a local market to get fresher food,” he said. “Yes, it was more expensive, but I noticed a difference right away. I had more energy and wasn’t just eating to get full. Now I see why people are choosing healthier food—it’s better for your body.”
When deciding what to buy, Williams considers both price and principle. “First and foremost, it’s price, because I have a set amount in my head I plan to spend,” he explained. “But I also think about who manufactured it. If a company has strange political views or a bad reputation, even if they’re cheaper, I might pay more for something that aligns better with my values.”
The rising cost of living has forced him to prioritize needs over wants. “I’m trying to be more budget-conscious,” he said. “Rent and bills come first, then food and toiletries. If there’s something I want that’s not urgent, I have to decide if I can really afford it or if it’s better to save that money for next time.”
Prairie View A&M University finance professor Danny Harvey says this growing mindset is not only smart. Harvey emphasizes that value-based spending can be a tool for both personal wealth and collective power.
“When you support your own community, you’re not just buying something. You’re helping keep dollars circulating, which builds local economies and creates generational impact,” he said. “Young people need to be informed consumers. Know who owns the brands you support. Ask where their money goes, politically, socially and environmentally. Sometimes convenience costs more than we think.”
Harvey says it’s important to be informed to make intentional spending work, even on a tight budget. The foundation of any intentional financial decision starts with goals.
“What do you want to accomplish? Is it wealth creation? Is it wealth with community impact?,” Williams said. “That’s where it begins. Once you define your goals, then you can map out how to spend your money in ways that align with them.”
