Aurora James called for the “15 Percent Pledge” to pressure major retailers to carry Black-owned brands.
Sephora is the first to commit.
The next day, the idea had a dedicatedInstagram handleand hashtag.
Retailers like Bando and Heyday that werent directly called out by James quickly decided to join the pledge.
And Sephora committed on June 10.
I am especially torn up by how muchBlack businesses were sufferingas a result of the pandemic.
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By committing to the pledge, major retailers can begin to take steps towards financial equality.
We want them to seek out and invest in brands they may have previously turned a blind eye to.
The 15 Percent Pledgeoutlines three stepsthat retailers should commit to:
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But the pledge does recommend that retailers move forward quickly.
So far only Sephora has publicly announced commitment.
When Sephora announced last week that they were committing to the pledge, James and her team were elated.
The immediate next steps for the pledge is to grow its web connection of committed retailers.
How they are actually treating the people they work with?
What imagery they are putting out there to inspire people to shop?
James says that everyone can help out in this effort.
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