This study targets to challenge African American and other economically challenged to embrace free market principles to enhance their participation in the economy of Albany/Dougherty County, Georgia. With a market-based questionnaire, this study assess the understanding of these principles from among the students of Albany State University, the major educational institution in the county. Among other compelling actions, the responses provided on the survey highlight the need for effective education, increasing interest in taking market risks, elevation of access to capital, and fairer and inclusive society.