In 2009, Livability Project co-founder Kelley Rajala launched the “Go Local” movement at Sonoma County’s Go Local Cooperative, which is a member-owned enterprise, committed to informing and empowering its members. Anyone who lives in Sonoma County and any business with 51% local ownership can join. The cooperative was formed to encourage community members to patronize local businesses. The “multiplier effect” tells us that for every $1 invested in a local business, 45 cents in reinvested locally as opposed to the 15 cents that is reinvested locally for every $1 spent at a chain store.

The Go Local campaign promotes local businesses to “values-aware” consumers, creates county-wide recognition of the GoLocal brand through cross-marketing, and educates community members about the importance of supporting independent, locally-owned businesses.

For individuals, Sonoma County GoLocal identifies locally owned businesses that shares their values, rewards participation through an affinity program, and connects people to others with similar values.

The organization also works with community-based organizations, helping them to expand their audience, enhancing collaboration, and channeling funding and other resources.