In response to the Black Lives Matter movement and protests following George Floyd’s death, fashion designer Aurora James issued a request that major retailers who want to help – such as Target, Whole Foods, MedMen, Net-a-Porter, Home Depot, Sephora, Barnes & Noble and Saks Fifth Avenue – join in a 15% pledge to support black businesses and make a long-term impact.
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“Black-owned businesses are the heart and soul of our communities, and they are closing right before our eyes at a rapid pace. They are the most vulnerable and have received the least amount of economic support, all while businesses like Whole Foods, Target and Walmart thrive. Economic equality means enacting real change. Taking the 15% pledge is one thing retailers can do to help,” James said in an Instagram post.
The 15% pledge consists of three stages: auditing and taking stock, taking ownership of staff demographics and committing to growth. James wants these major brands to look at the number of black-owned businesses they are buying from. She wants them to publicly take ownership of the percentage of staff that is black, and the content that is purchased from black-owned businesses. Most importantly, she wants them to commit to a strategic plan to work toward a minimum of 15% of each.
“I am not saying this is easy. I’m saying this is necessary,” she added.
A week and a half after her call to action, Sephora announced that it is committing to the pledge. “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,” a statement issued by the company said.
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Sephora also shared its plans to support the black community in the future, by providing connections to funders and venture capitalists, helping launch and develop black-owned businesses, and using its platform to support #BLACKLIVESMATTER.
It is the first brand to take this step to inclusivity. Hopefully, many others follow will its footsteps.
