Let’s Pledge 15%
My heart is broken for the unjust and unfair treatment of our black community, family, and friends. We are at a turning point that demands change and our collective action. As many of us are learning what we can do, I was inspired to see Brother Vellies Founder Aurora James launch the 15% Pledge. Our black community makes up 15% of the population, and the petition calls on retailers to dedicate 15% of their shelf space to black-owned businesses. Aurora hatched the idea last week and already launched a non-profit and is in talks with retail partners.
The 15% Pledge can generate billions of dollars into black communities. Take four big companies, like Target, Sephora, Shopbop, and Whole Foods. Aurora estimates 15% of their product budgets alone is $14.5 billion. Imagine the impact those dollars can make for small businesses, from spurring their growth to reinvesting in their communities and caring for their families.
Aurora was inspired to create the Pledge when she saw the toll the pandemic has taken on black businesses and believes it’s one step in the path of financial equality. “We are asking big businesses to invest in the future of the Black community,” she shares. “Many Black people choose to spend money with these businesses, their stores are set up in our communities, and their sponsored posts are targeted to us. If they value our money, then value us as well and show us that we are represented.”
Aurora assembled an incredible group of black leaders to help these organizations put the pledge into action and ultimately redesign their business strategies. She suggests three steps to get started right now. Any company can and should take these actions as related to the products they are purchasing.
- Do an audit of your business and evaluate the brands you’re partnering with. How many are founded by entrepreneurs of color?
- Take an honest look at your numbers. How did your current strategy influence them?
- Create a plan to reach a minimum of 15% and commit to it. This is the step that matters. What deadlines and accountability factors will you implement to achieve it?
“If you really want to make it happen, change can happen. No one else is going to make this change happen for you,” she says. “You need to mobilize and think about what kind of change is real and attainable for you.”
To start, will you take the Pledge?
Fifteen percent can be a call to action for us as individuals too. Anyone can take inventory of their life and decide that 15% of their purchases are going to be from black-owned companies. Here are a few to support right now.
Build meaningful friendships on Isa Watson’s Squad app and join Dee Poku’s leadership network WIE.
Nourish your body and mind by taking Ally Love’s Peloton classes and joining her Love Squad community.
Take care of yourself with Beatrice Dixon’s The Honey Pot Co feminine care products and Trinity Mouzon Wofford’s Golde superfoods.
For mothers and those expecting, navigate your journey with the support of Latham Thomas’ doula services at Mama Glow and the learning resources on Blessing Adesiyan’s Mother Honestly.
Find solace and strength in Cleo Wade’s books, Heart Talk and Where to Begin.
These are just a few incredible black-owned businesses to support. We have an FFC list here that we are updating daily. We want to highlight your company and would love for you to submit it here.
Personally, I am committed to doubling down on my diversity efforts with a focus on how we can highlight black women-owned businesses. We’re starting by interviewing more founders and promoting their brands. Please reach out if you know a woman we should feature.
There is a road of change ahead and it’s on each of us to get creative and take stock of what we can do, just like Aurora did. Listening is not doing something. Reading is not doing something. It’s a start but it’s not doing something. In my conversation with author and The Memo founder Minda Harts she said: “Now that you have read it, what are you going to do with it?” At first, you think you can’t do anything but everyone can do something. Let’s mobilize and do this together.
Sign the 15% Pledge here or text PLEDGE to 917-540-8148. Then, consider sending it to 15 friends and sharing on social media. Follow them @15percentpledge.
I want to hear about the actions you’re taking to create a more equal world. Please share in the comments and thank you for your support.
The amazing art in this post was created by Mona Chalabi. Follow her and buy her art!
Founder Mogul Chix LLC Managing General Partner at Graham Talent Group
4 年Rebecca Minkoff, while I do appreciate your effort and everyone else who has pledged to "do better" I can't help but feel it's just spitting in the wind. Why is it that NOW there's an interest, when we've been fighting for and saying the same things for years? It's not enough to give shelf space. It's not enough to "say" support black business. How many have diversified their vendors/suppliers? How many have diversified their staff/team? How many have taken the steps to get the proper insight and training? What does your board look like? Your campaigns? In my former days as a recruiter, I would always hear "we don't know where to find them". To that I would say non-sense and bring them to where "we" were. It would be the in thing for a few months, then back to business as usual. I am in no way demeaning your effort to do better, if it is for long term sustained practices. But I'm a little tired and overwhelmed with all the woo woo woo messages these days. I would like to see real action. And before anyone comes up in here complaining about why black people blah, blah, blah, I would like to see diversity across the board. Just because I am pro black (and latina...which I am both) doesn't mean I am against anyone else. But in this moment, this space, black people are who we are focusing on. If that offends anyone, perhaps you are the problem. I'll be watching. I hope things are really going to change.
Actor/ Model, Poet/Writer, Humanitarian, Professional Organizer
4 年Ofcourse Im appalled like most of the Nation re: what happened in Minnesota. And the fact that tensions were already running high as a result of the Covid19 lockdown didn't help matters any. However, I think instead of demanding that non- Black retailers give up 15% of their shelf space to African American businesses - at 48+ million strong with a combined buying power of over 3 trillion, we are strong enough, economically, to create our own Economies, let alone companies-- that what we ought to be demanding in deafening voices, is JUSTICE. Add to that most senior demand, here's a list of other demands that we Should be making, in my opinion: An end to a scene that has driving even some of the most sane of us, almost to the brink. (I know things have loosened up some and that America is reopening yet w/ social distancing firmly in place in most places ) That ALL law enforcement officers, undergo valid tests as to their emotionally stability. (I have my own story to tell in this regard.) That our citizens are actively pressing for the Re-education of Whites. That states that allow abuses of any kind of human right, lose all sources of gov't funding. (This would be a long list) Just for starters