A Thousand Drops Make an Ocean: Why Small Choices Matter

There is an Indigenous North American story about a hummingbird in a burning forest. As the flames rage and the larger animals stand by in fear, the tiny hummingbird flies back and forth, carrying drops of water in its beak to fight the fire. The other animals tell it, "What do you think you’re doing? You’re too small to make a difference!" But the hummingbird simply replies, "I’m doing what I can."

Some days, I feel like that hummingbird. The world is dominated by big corporations, and the news is filled with destruction—environmental disasters, unethical business practices, and retrograde actions that put profit above people and the planet. As a small business owner with good intentions, I sometimes wonder if my efforts can really shift the tide. But then I remind myself—I am not alone.

There are thousands of other incredible small businesses out there, all doing the right thing. We are creating sustainable products, supporting local communities, and choosing ethical, eco-friendly ways to run our businesses. And when you add up all the customers of all the small sustainable businesses, together, we account for a huge amount of investment.

And money is still power in this capitalist world. Where you put your money, you empower that business. Every time you choose to buy from a small, ethical, and sustainable brand instead of a large corporation that prioritises profit over people, you are redirecting power. The more we invest in businesses that align with our values, the more we help shift the axis of power away from the giants that thrive on overconsumption, waste, and exploitation.

Change doesn’t happen overnight, and no single person—or business—can do it alone. But just like the hummingbird, we each have the ability to contribute. And when thousands, even millions of us make small, mindful choices, we become a force too strong to ignore.

This is how we create the change we need to continue to thrive on this incredible planet—in harmony with nature, with respect for all its people and cultures, and enriched by the amazing diversity that makes our world so beautiful.