Join the Launch Team

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Join the Launch Team 〰️

Help us get the word out about Why We Buy, and Why It Matters.

The Launch Team is a small group of early readers who want to help this book find it’s audience through posts, reviews and preorders.

The book is about something I believe deeply: our everyday purchases carry more weight than we think. And research on social movements shows it doesn't take a majority to create real change, just a committed few. That idea is at the heart of this book, and it's also kind of the point of a launch team.

Here’s what we need from you -

  • A commitment to preorder the book during the presale window.

  • A few posts on your social media in the weeks leading up to the launch on October 27th, 2026.

  • Leave a review on launch day.

And in return, you’ll receive -

- An advance digital copy of Why We Buy.

- Free digital copy of my first book, Radical Business.

- Entry into a giveaway for prizes from businesses featured in the book (learn more here).

Ready to join?

About the Book

Why We Buy, and Why It Matters is a hopeful guide to conscious consumerism that shows how small everyday choices can create meaningful impact.

In a culture shaped by speed, convenience, and algorithms, it is easy to forget the people behind the things we buy. This book invites readers to slow down and see consumption not as a mindless transaction, but as a human act of connection and interdependence.

Drawing on cultural research, personal reflection, consumer history, and his experience as a small-business owner, David Gaines reframes buying as an opportunity to honor the people, labor, and stories behind everyday goods. Through clear, accessible practices, he offers a compassionate path toward more intentional choices—without guilt, perfectionism, or overwhelm.

Here’s what makes Why We Buy and Why It Matters a practical and hopeful guide:

• A Fresh Look at Conscious Consumerism: Reframes ethical consumption as human, relational, and hopeful rather than guilt-driven or out of reach.
• Small Choices, Real Impact: Shows how everyday purchasing decisions can support human dignity, stronger communities, and deeper connection.
• Practical Daily Framework: The “Plant, Water, Grow” structure helps readers build habits of awareness, care, and intentional buying.
• Accessible and Grounded: Real-world examples and budget-conscious steps help readers align their choices with their values.


Why We Buy and Why It Matters is a thoughtful book about conscious consumerism, ethical buying, and the small choices that help us reconnect with the people behind what we use every day.