15 Percent Pledge Calls On Stores to Dedicate Shelf Space to Black-Owned Businesses
"We must do better. So, we’re starting now."
Update, 6/10: Sephora has pledged to dedicate 15 percent of its shelf space to Black-owned businesses. In a new Instagram post, it wrote: "We’re joining @15percentpledge and @aurorajames. We recognize how important it is to represent Black businesses and communities, and we must do better. So, we’re starting now."
The internet is full of ways to support black-owned businesses, but when visiting your favorite major retailer, it can get a lot tougher to find their products. A new campaign is calling on stores to make space for more of these businesses in something called the 15 Percent Pledge.
The campaign was created by Aurora James, a fashion designer and founder of the label Brother Vellies, and she is calling on major retailers like Target, Whole Foods, and Sephora to take the pledge. The campaign gets its name, as The Takeout pointed out, because 15 percent of Americans are black, according to the U.S. Census Bureau. Retailers who take the pledge would be promising 15 percent of their shelf space to black-owned businesses, which would make their stores' space at least proportional to the U.S. population. This would not only help to create more equity in the products consumers purchase, but it would also help put $14.5 billion back into black communities, according to the site.
This campaign is obviously always important, but as the site notes, is particularly so now because black-owned businesses are suffering amid the COVID-19 pandemic. According to a graphic on the site, created by @monachalabi, 21 percent of black-owned businesses say they don't think they'll survive the pandemic and 40 percent of black-owned businesses have been forced to close during the outbreak. In addition, black-owned businesses have seemingly been shut out of coronavirus relief efforts.
A post shared by Mona Chalabi (@monachalabi)
A photo posted by on
In an Instagram post, Aurora explained her mission and why this is a chance for companies to make a real and positive change toward diversifying the brands they have in stores and combatting systemic racism that keeps them from landing these placements.
A post shared by Aurora James 🦢 (@aurorajames)
A photo posted by on
"Don't get me wrong, I understand the complexities of this request. I am a business Woman," she wrote: "I have sold millions of dollars of product over the years at a business I started with $3500 at a flea market. So I am telling you we can get this figured out. This is an opportunity. It is your opportunity to get in the right side of this."
You can sign the petition here.
Stay In The Know
Get exclusive access to fashion and beauty trends, hot-off-the-press celebrity news, and more.
Black Lives Matter
Kristin is a freelance writer and social media editor. She loves pugs, sweaters and cinnamon coffee.
-
Jennifer Lopez Is the Mood Board for Winter Brides Everywhere
Save this sweater dress and coat to your Pinterest ASAP.
By Kelsey Stiegman Published
-
Dolly Parton Has Invited Prince George, Princess Charlotte and Prince Louis to Dollywood
"I’d give Kate my mashed potatoes."
By Kristin Contino Published
-
The Historic Election Victories Worth Celebrating
Including momentous firsts, abortion protections, and New York's "Equal Rights Amendment."
By Iris Goldsztajn Published
-
Meet the Woman Blending the Traditional and the Modern in French Winemaking
How Florence Haynes combined the traditional and the contemporary for Gratien & Meyer Crémant de Loire.
By Sponsored Published
-
The 9 Best Cold Brew Coffee Makers to Level Up With
And no, it's not the same as iced coffee.
By Siena Gagliano Published
-
The Royal Family Shared the Recipe for the Queen's Favorite Boozy Christmas Pudding
The Royal Family Twitter account shared the royal chef's recipe for the Queen's favorite boozy Christmas pudding.
By Kayleigh Roberts Published
-
The 8 Best Mug Warmers to Keep Your Coffee Warm
See ya later, lukewarm lattes.
By Danielle St. Pierre Published
-
The 8 Best Coffee Carafes of 2022
Plus, an expert breaks down the differences between glass and thermal carafes.
By Julia Marzovilla Last updated
-
5 Best Soda Streams for Convenient Carbonation
Upgrade your sparkling water game with a Soda Stream carbonator that'll fizz up drinks in a flash.
By Zarah A. Kavarana Published
-
3 Pro Tips for Putting Together the Best Bouquets
Essential advice for everyday enthusiasts and budding florists alike.
By Marie Claire Published
-
5 Best Espresso Machines That’ll Make Barista-Approved Coffee
If your favorite kind of shot is an espresso, these machines will instantly jolt you out of bed for a dream-like brew that can be made right at home.
By Sanah Faroke Published