I try hard to live by my ideals and hold that line in every area of my life. Doing business with that goal in mind is endlessly challenging. I aim to use only tools that aren’t harmful, which is why I avoid most social platforms and portals. I don’t want to endorse practices that contradict my values.
I know my business’s absence won’t hurt those platforms. It does create an inequitable landscape for me and other small businesses trying to do the same (if you’re one of them, please say hello in the comments!). I’m always looking for new ways to reach my audience (yes, you). If you know of ethical places I should be supporting, please leave a comment. I’m listening and open to partnerships that align with my values.
There’s no simple answer about ethical commerce under capitalism, and opting out of mainstream platforms has its trade-offs. Socially, it can feel isolating: I miss being able to view what my main chat group is discussing regarding the latest Instagram reel or TikTok. Professionally, skipping those platforms can feel like opening a shop but not being on the main street where people walk. Even with a strong product, fewer people discover it organically.
More and more, people don’t “Google” first — they scroll. Discovery happens in feeds, and if your business isn’t there, you lose an important funnel. That loss is real and painful.
Meanwhile, peers in my field are posting daily, building audiences, and capturing attention. I don’t view other creative, witchy providers as competition, but by opting out I risk losing visibility. It’s hard to justify. Yet avoiding social media has given me more control and a slower, more intentional kind of growth: my audience is genuinely invested.
I’m trying to shift from rented attention to an authentic audience. My newsletter, long-time client mailings, and a private Discord community let me reach people without an algorithm deciding who sees my work.
That’s why my website has become central to everything I do. It isn’t friction-free: I still spend time each day managing security issues — clearing logs, caches, and handling other nuisances despite the tools I use. That hour could be spent writing, editing, teaching, or practicing, but I accept it as part of staying true to my principles.
I aim to act from my worldview, be in right relationship with self and community, and remember that energy is connected. If I put my attention toward things that don’t align with my values, I’m contributing to harm. Walking the path of a witch and running a small business is a tightrope, but it’s one I choose.
I’m actively looking for like-minded partners and ethical platforms. If you represent a marketplace, community, or curator that aligns with values-driven creative work, or if you know of places I should be supporting, please comment below or email me at runa@runatroy.com. Let’s build sustainable, values-aligned ways to share our work.