Local Consumers, Small Businesses, and Healthy Economies: Creating a Self-Sustaining Community in Rural Western Wisconsin

Abstract

According to the Small Business Administration, small businesses employ 46% of private-sector employees. When consumers purchase locally, they support the community as their dollars are more likely to spent locally (a circular economy). Thus, small and local businesses are key to any community’s well-being. Small business are also often leaders in the use of sustainable practices. For example, local agricultural producers might have more sustainable agriculture practices. Therefore, purchasing from those in the community can minimize local environmental issues.

To better understand the potential for local businesses to positively impact the environment, I looked at the correlation between consumer identity, community connectivity, and the creation of a circular economy in rural Wisconsin communities. More specifically, I interviewed 11 business owners and company managers for their expertise. Individuals were chosen based on their level of openness with the community, variety of products sold, and ability to be contacted. Through my hands-on research, I grasped the value of local relationships, connected with successful business owners, and developed an understanding of the people and environment of rural Menomonie.

Through these interviews I came to better understand how intentionally purchasing from local businesses provides consumers with a greater sense of community connection. According to my interviewees, developing strong relationships with community members could motivate the general public to collectively adopt sustainable practices. However, without collective support, environmental initiatives would be challenging to implement in Dunn County. By promoting active citizens like business owners and community leaders to partake in social activities, there will be a greater chance of environmental activism.

I am grateful for the opportunity to have worked alongside a diverse group of students and collaborate with excellent faculty to help shape my future goals in environmental work. Additionally, the Menomonie community welcomed us with open arms, so much so that it was very hard to say goodbye. This summer has made me realize the importance of a strong community and how solving environmental issues is possible with a passionate and committed support system. Spending this time in Menomonie helped me gain a better understanding of environmental concerns plaguing rural communities and how I can use this newfound knowledge in my future studies.