Black people make up roughly 15% of the US population. That’s why a nonprofit organization, with the mission of creating a sustainable and supportive ecosystem for Black-owned businesses, is called The Fifteen Percent Pledge. Since Black people make up 15% of the population, will retailers pledge at least 15% of their shelf-space to Black-owned businesses?
“We are a non-profit organization calling on multi-brand retailers and corporations to dedicate 15% of their total purchasing power to supporting Black-owned businesses. Our mission is to encourage the private sector—from Fortune 500 companies to individual consumers—to use their financial power to create more equitable market share for Black-owned businesses.”
The Fifteen Percent Pledge
The Fifteen Percent Pledge
The Fifteen Percent Pledge was started by Aurora James, a Canadian creative director, activist and fashion designer. She started this organization in 2020 on Instagram after the murder of George Floyd. Since that first Instagram post, 28 of the world’s largest brands have signed the pledge. Thus, $10 billion has been redirected towards black brands.
How Google is Helping The Fifteen Perfect Pledge
The Fifteen Percent Pledge has created a database of 1200 Black-owned business owners. This database, called The Black Equity Community, has been set up to connect those businesses with the corporations who have signed the pledge agreeing to commit 15% shelf space to their products. Google has agreed to back this project for at least two years which includes offering online training classes to help owners increase the online presence of their businesses.
How You Can Help The Fifteen Percent Pledge
Steps the everyday consumer can take to help:
- Take stock of your own life: Look at where you are spending money and take note of how much of it goes to black-owned brands, sustainable brands, and small businesses.
- Shop Black: Then, set a goal to have a certain amount of your clothing or other products be from black-owned brands.
- Donate: On the 15 percent pledge website, you can donate money to hold large corporations accountable and to help more black-owned businesses connect with these corporations.
What Businesses and Retailers have Signed The Fifteen Percent Pledge?
- Nordstrom
- Sephora
- Macy’s
- Ulta
- Rent the Runway
- Moda Operandi
- Vogue
- InStyle
- MatchesFashion
- Hudson’s Bay
- Madewell
- Crate&Barrel
- West Elm
- Indigo
- Yelp
- Kith
- Gap
- Sephora Canada
- CB2
- MedMen
- Bloomingdale’s
- Blue Mercury
- Athleta
- Old Navy
- Banana Republic
- J. Crew
- Next
- Crate&Kids
Some Black-Owned Businesses to Support through The Fifteen Percent Pledge
- WaxLabel
- Rich In Color Cosmetics
- Shea + Coconut
- Minetta Wax Co.
- Jaunt
- Reisfields NYC
- Never Check Your Coat
- The Urban Scent
- OHENE BEAUTY
- Three IV Seven
- iNNo Art Prints
- I Grew up when LLC
- Kreyol Essence
- Yenae, LLC
- XOXO, Sierra
- X of Pentacles
- Worth Oui Cosmetics
- Weight On It
- Wear Brims
- Warren Steven Scott
- VONI Los Angeles
- VINCLOX
- Videau Natural Health
- Utility Objects
- Undertones
- Uhai Hair
- Two Days Off
- Triple Eight Consulting
- Trade Street Jam Co.
- Torpedopot
- To Mondays
- ™ Productions
- The Vibe Planners
- The Rad Black Kids
- The Fresh 20
- TEGAA
- Teas with Meaning
- Slip n/ Stitch by tony
- Skindew
- SKBags
- Scented little moments
- SC Creative Group
- Satya
- Salt N Sprinkles
- Saint Maverick
- Sahajan
- Sage Swim
- Sabrina Hartel Home
- Ruth’s Way’s Consulting Services for Parents Who What Their Daughters to Succeed
- Rugged Black
- Royal Jelly Harlem
- Revolutionnaire
- Ray & Max Cosmetics
- Raquel Riley Thomas Beauty
- Rachel Stewart Jewelry
- Quarter Billion
- Puzzles of Color LLC
Those are some of the businesses. To see the entire list please go to their website click here.
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