When we vote for someone in political office, we are signing offering our support of these individuals. The same occures when we make purchases. By choosing a brand and a product to purchase, we are submitting a vote of approval for that brand and product. Even if it is only one time, for the duration of time you have that product, that is what you endorse.

A company with a solid foundation is nothing if they do not have a purpose. A "why" they are doing something. And that why is often times the reason we support a brand or product. This is what we are voting for. Having this why will often create the supporting circle around the company that is not easily broken. Think Patagonia or Apple.

Similar to people who follow a sports team, we brand ourselves via the product and brands we support. Apple people or Android people. Mac or PC. Yankies or Red Socks.

And often times these brandings can often change how we view others, similar to if we were to wear who we voted for as a sticker on our chest.

I will use myself as an example of what this looks like in action. Read just the first few words and see the difference between what you initially think and why I do it.

I am active duty mitary - I actively support the values of my country even if I don't agree with the current leader.

I am an android, PC user - I prefer customisation and personalization over ease of use and status. I also often avoid talking to apple people about it because they can become agressive and defensive of their choice.

I often shop value brands - I try to make things better through learning new technique's and ideas

With all things you can be part of the problem or be part of the solution. It is important to understand what it is we support when we are buying things. Here are some things to do:

1. Understand that one decision will not change the world, but if everyone makes the same decision the world can change
2. Know and understand the brands you support and ask yourself why you support them.
3. Make changes where you can, but be reasonable. Not everything is going to transition easy, and it will likely be expensive.
4. Find brands whos why either depecits you, or helps build you into a better you. Don't settle.