The Double Standard

Consumers often place sky-high expectations on small businesses, expecting personalized service, quick responses, and an experience that feels intimate and curated. And, more often than not, small businesses deliver. Unlike large corporations, where customer service may be outsourced and decisions are made by executives in distant boardrooms, small business owners are deeply involved—up early, working late, wearing multiple hats, and pouring their hearts into what they do. Yet, when it comes to feedback, small businesses seem to be held to a higher standard. A minor inconvenience at a local shop is met with a detailed three-star review, while a far worse experience at a chain might be brushed off as “just how it is.” Why is that?
‍

The Human Behind the Business

Every review you leave about a small business reflects the people who run it—the owners, the staff, the team members who have likely gone above and beyond to create something special. A thoughtlessly written review doesn’t just critique a service; it affects real people who care deeply about what they do.

Of course, feedback is essential. Constructive criticism helps businesses grow and improve. But before you hit “submit,” consider the following:

  • Is your feedback fair? If a small business consistently exceeds expectations, does one imperfect experience truly warrant a negative review?
  • Would you hold a major corporation to the same standard? Would you take the time to leave a review for a chain, or does the small business feel like an easier target?
  • Are you considering the impact? Will your words help the business improve, or are they simply venting frustration?
    ‍

How to Be a Thoughtful Reviewer

Instead of using reviews as a space for knee-jerk reactions, try shifting your mindset:

  • Acknowledge effort. If a business has consistently provided great service, mention that in your review.
  • Provide solutions. Instead of simply pointing out what went wrong, suggest how the experience could be improved.
  • Consider private feedback. Not every issue needs to be public. If a concern is minor, a quick message to the business could be more productive.
    ‍

Final Thoughts

Small businesses are built with passion, dedication, and an immense amount of hard work. They are often the heartbeat of a community, the places that remember your name, your preferences, and your milestones. So, the next time you leave a review, think about the people behind the counter, the owners pulling late nights, and the effort that goes into every detail.
‍

Words matter. Let’s use them wisely.

‍

‍

Written by: Naomi