What's The 15 Percent Pledge and Why Is it Important?
We break down the agreement that supports black-owned brands
Major companies have recently expressed support for anti-racist activism by signing the 15 Percent Pledge. This entails retailers to pledge 15% of their shelf space to black-owned businesses.
HOW'D IT START?
All with an Instagram post. It began when a Brooklyn-based retailer named Aurora James came up with an idea — challenge major retailers to pledge 15% of their shelf space to products made by black-owned companies. According to James' calculations, if just four companies — Sephora, Whole Foods, Shopbop and Target — signed on to the 15% Pledge, it would put $14.5 billion back into the Black community.
A FEW BIG NAMES THAT HAVE SIGNED ON SO FAR:
There's obviously a lot more work to be done, and hopefully many more companies to get on board, but the 15 Percent Pledge is hoping that by sharing this initiative, real investments will be made into black-owned businesses and therefore, black communities.