235:. James wrote on Instagram: "So many of your businesses are built on Black spending power. So many of your stores are set up in Black communities. So many of your sponsored posts are seen on Black feeds. This is the least you can do for us. We represent 15% of the population and we need to represent 15% of your shelf space." In August 2020, James recalled, "I was watching Black-owned businesses literally shutter before my very eyes while I was also seeing these major retailers say, 'We stand with you,'" ... "And the reality is that you actually don’t."
29:
269:
The 15 Percent Pledge is more than a commitment to allocating shelf space to Black-owned businesses; companies signing the pledge are also asked to audit their contracts to determine how their spending is allocated. The foundation conducts the audit of the company each quarter, shares its database of
265:
After the early success of the 15 Percent Pledge initiative, the 15 Percent Pledge
Foundation was created as a non-profit organization to urge major retailers to commit 15% of their shelf-space to Black-owned businesses and to build generational wealth in Black communities. The 15 Percent Pledge is
289:
writes
Sephora also "said it would provide connections and support to black-owned businesses from funders and venture capitalists and evolve its existing incubation programs to 'focus on women of color,'" and that this is an example of the type of longer-lasting change sought by the 15 Percent
390:
of its plan to spend more than $ 2 billion on Black-owned businesses by 2025, with a statement that included, "We should not be applauding this. We deserve so much more than this" and an allegation that Target had copied the foundation's branding, which Target denied. James told
266:
registered as a domestic not-for-profit organisation in New York and fiscally sponsored by the
Philanthropic Ventures Foundation, a 501(c)(3) that serves as a fiscal depository for organizations in the process of obtaining 501(c)(3) status.
243:
writes the post "immediately went viral and resulted in an outpouring of interest." James then started an
Instagram account for the 15 Percent Pledge and continued tagging retailers to highlight disparities impacting Black-owned businesses.
282:
was announced publicly as the first business to sign on to the 15 Percent Pledge, and said it would create an advisory group that includes James and other leaders of brands owned by people of color to help
Sephora make changes.
253:, "This is a really tough time for everyone, and people shopping is by no means going to ease the pain of the lives that we have lost ... There are also a lot of other things that we need people to be doing, like donating to
943:
397:
in May 2021, "Whether or not Target wants to take the pledge or any of these other companies want to take the pledge, we’re still going to keep holding their feet to the fire and pushing them to do more."
154:-owned businesses. The foundation conducts audits, shares its database of Black-owned businesses, and offers business development strategies to participating companies. It was established in 2020 by
1127:
371:
reports "James said the
Canadian effort was launched partly in response to feedback she got from Canadians who got in touch as a result of the U.S. campaign to say that retailers such as
1279:
410:
In
November 2023, the 15 Percent Pledge Foundation and Sephora announced the 'Sephora Beauty Grant', which awarded a black business owner within the beauty industry $ 100,000.
1284:
404:
Currently 29 companies have committed to the pledge including Ulta Beauty, Nordstrom, Banana
Republic, Moda Operandi, Kith, J.Crew, Blue Mercury and Victoria's Secret.
290:
Pledge. Since then, Sephora developed
Sephora Accelerate, a mentoring program focused on supporting beauty brands founded by Black, indigenous and people of color.
564:
891:
1274:
995:
533:
1047:
593:
828:
476:
428:
1018:
192:, James wanted to "find a way that companies could make a tangible change," and "from there, the 15 Percent Pledge was born."
718:
621:
944:"Black and Indigenous creators are missing from the shelves of Canadian retailers — the 15 Percent Pledge aims to fix that"
451:"Shoe Designer Aurora James Challenges The Fashion Community With "15% Pledge" To Demand Support Of Black-Owned Businesses"
1152:
1073:
1178:
640:
450:
1099:
719:"15% Pledge calls on Target, Whole Foods and other retailers to dedicate shelf space to black-owned businesses"
857:
829:"After George Floyd was killed, retailers pledged to put Black-owned brands on shelves. Here's how it's going"
1003:
1205:
372:
212:
147:
356:, found "Black-owned businesses currently constitute on average just 1% of U.S. retailers' supplier base."
380:
67:
692:
1230:
969:
797:"Meet the woman on a mission to have retailers commit 15% of their shelf space to Black-owned brands"
183:
917:
407:
In 2022, Google partnered with the foundation to offer a $ 200,000 grant to a black entrepreneur.
387:
339:
335:
285:
232:
224:
179:
970:"Campaign to promote BIPOC-owned brands calls on Canadian retailers to take '15 Percent Pledge'"
796:
1023:
865:
768:
318:
216:
200:
28:
594:"This Instagram post could unlock hundreds of millions of dollars for Black-owned businesses"
239:
334:
In August 2020, the 15 Percent Pledge
Foundation conducted audits of retailers, including
294:
188:
508:"Fashion Entrepreneur Aurora James: 'We Need to Support Black-Owned Businesses. Period.'"
1128:"Three Years Later, Fifteen Percent Pledge Aims To Shift $ 14 Billion To Black Founders"
507:
204:
429:"Aurora James on This Week's Big Win for the 15 Percent Pledge and Black-Owned Brands"
1268:
359:
In September 2020, James asked Canadian retailers to take the 15 Percent Pledge in a
347:
310:
81:
77:
1153:"Google Partners With The 15 Percent Pledge To Grant $ 200k To A Black Entrepreneur"
996:"Indigo Is the First Major Canadian Retailer Committed to Selling More Black Brands"
918:"Yelp joins 15 Percent Pledge to increase representation of Black-owned businesses"
693:"How Aurora James Took the 15 Percent Pledge From an Instagram Post to a 501(c)(3)"
376:
361:
175:
163:
155:
151:
105:
57:
322:
150:
that encourages retailers to pledge at least 15 percent of their shelf-space to
186:, and included declarations of support from various corporations; according to
892:"Macy's Inc. and InStyle Join 15 Percent Pledge to Support Black-Owned Brands"
622:"Aurora James Is Calling On the Retail Industry to Take the 15 Percent Pledge"
534:"Designer Aurora James Calls on Retailers to Commit to Black-Owned Businesses"
93:
869:
666:
743:
667:"This Initiative Could Direct Billions of Dollars to Black-Owned Businesses"
477:"Will Aurora James' 15 Percent Pledge Help Start a Black Retail Revolution?"
343:
254:
196:
159:
302:
367:
1206:"Sephora $ 100K Beauty Grant Will Benefit A Black Beauty Business Owner"
352:
327:
279:
228:
220:
401:
By May 2021, the 15 Percent Pledge Foundation had 25 retail partners.
386:
In April 2021, the foundation publicly addressed the announcement by
298:
208:
182:
movement that renewed calls for social justice reform and the end of
858:"Sephora Signs '15 Percent Pledge' to Carry More Black-Owned Brands"
270:
Black-owned businesses, and offers business development strategies.
1259:
641:"Aurora James on Fashion, Feminism, and the Fifteen Percent Pledge"
195:
James launched the initiative called the 15 Percent Pledge with an
129:
1231:"Fifteen Percent Pledge Announces $ 100,000 Sephora Beauty Grant"
1048:"15 Percent Pledge Calls Out Target on Racial Equity Initiatives"
383:
became the first Canadian company to take the 15 Percent Pledge.
598:
393:
306:
1104:
249:
1019:"Target pledges to expand products from Black-owned firms"
331:
magazine have since signed on to the 15 Percent Pledge.
158:
after she created the 15 Percent Pledge initiative on
124:
114:
99:
87:
73:
63:
53:
35:
1074:"Did Target steal this Black creator's branding?"
1280:Non-profit organizations based in New York City
827:Repko, Melissa; Thomas, Lauren (May 25, 2021).
587:
585:
565:"Aurora James, the Founder Seeking Shelf Space"
851:
849:
822:
820:
818:
8:
1179:"Sephora Announces Black-Owned Beauty Grant"
994:Galways, Souzan Michael (October 22, 2020).
532:Kent, Sarah; Lieber, Chavie (May 31, 2020).
110:LaToya Williams-Belfort (Executive Director)
21:
791:
789:
1285:Black-owned companies of the United States
1100:"Update On Retailers' '15 Percent Pledge'"
444:
442:
27:
20:
501:
499:
497:
890:Fernandez, Chantal (November 23, 2020).
558:
556:
554:
1204:McKinney, Jeffrey (November 15, 2023).
916:Waldersee, Victoria (August 31, 2020).
419:
305:, Indigo Books & Music in Toronto,
691:Rougeau, Naomi (September 15, 2020).
7:
1046:Fernandez, Chantal (April 9, 2021).
942:James, Aurora (September 27, 2020).
506:Cachero, Paulina (August 11, 2020).
475:Fraser, Kristopher (June 21, 2020).
856:Maheshwari, Sapna (June 10, 2020).
639:Okwudo, Janelle (August 26, 2020).
592:Connelly, Louise (August 9, 2020).
563:Holman, Jordyn (December 7, 2020).
427:Regensdorf, Laura (June 12, 2020).
178:sparked a wave of activism for the
199:post on May 29, 2020, that tagged
14:
1275:Organizations established in 2020
968:Weikle, Brandie (June 25, 2020).
773:Philanthropic Ventures Foundation
1017:Boyle, Matthew (April 7, 2021).
449:Urquhart, Tira (June 10, 2020).
261:The 15 Percent Pledge Foundation
1098:Martin, Michel (June 5, 2021).
1072:Smith, Lilly (April 9, 2021).
620:Samaha, Barry (June 8, 2020).
1:
717:Duffy, Clare (June 7, 2020).
1301:
665:Wolf, Cam (June 2, 2020).
162:, following the murder of
41:; 4 years ago
247:In June 2020, James told
26:
1183:The Business of Fashion
744:"15 PERCENT PLEDGE INC"
148:non-profit organization
16:Non-profit organization
381:Indigo Books and Music
317:, Macy's subsidiaries
309:, the U.S. edition of
68:Nonprofit organization
365:opinion article, and
293:Businesses including
1237:. November 14, 2023
1185:. November 13, 2023
1052:Business of Fashion
896:Business of Fashion
538:Business of Fashion
350:, and according to
23:
1159:. December 9, 2022
862:The New York Times
769:"Designated Funds"
286:The New York Times
278:On June 10, 2020,
201:Barnes & Noble
180:Black Lives Matter
1024:The Seattle Times
217:Saks Fifth Avenue
144:15 Percent Pledge
140:
139:
22:15 Percent Pledge
1292:
1260:Official website
1247:
1246:
1244:
1242:
1227:
1221:
1220:
1218:
1216:
1210:Black Enterprise
1201:
1195:
1194:
1192:
1190:
1175:
1169:
1168:
1166:
1164:
1149:
1143:
1142:
1140:
1138:
1123:
1117:
1116:
1114:
1112:
1095:
1089:
1088:
1086:
1084:
1069:
1063:
1062:
1060:
1058:
1043:
1037:
1036:
1034:
1032:
1014:
1008:
1007:
1006:on June 4, 2021.
1002:. Archived from
991:
985:
984:
982:
980:
965:
959:
958:
956:
954:
948:The Toronto Star
939:
933:
932:
930:
928:
913:
907:
906:
904:
902:
887:
881:
880:
878:
876:
853:
844:
843:
841:
839:
824:
813:
812:
810:
808:
801:CBS This Morning
793:
784:
783:
781:
779:
765:
759:
758:
756:
754:
740:
734:
733:
731:
729:
714:
708:
707:
705:
703:
688:
682:
681:
679:
677:
662:
656:
655:
653:
651:
636:
630:
629:
617:
611:
610:
608:
606:
589:
580:
579:
577:
575:
560:
549:
548:
546:
544:
529:
523:
522:
520:
518:
503:
492:
491:
489:
487:
472:
466:
465:
463:
461:
446:
437:
436:
424:
379:can do better."
297:, West Elm, and
136:
133:
132:.15percentpledge
131:
49:
47:
42:
31:
24:
1300:
1299:
1295:
1294:
1293:
1291:
1290:
1289:
1265:
1264:
1256:
1251:
1250:
1240:
1238:
1229:
1228:
1224:
1214:
1212:
1203:
1202:
1198:
1188:
1186:
1177:
1176:
1172:
1162:
1160:
1151:
1150:
1146:
1136:
1134:
1125:
1124:
1120:
1110:
1108:
1097:
1096:
1092:
1082:
1080:
1071:
1070:
1066:
1056:
1054:
1045:
1044:
1040:
1030:
1028:
1016:
1015:
1011:
993:
992:
988:
978:
976:
967:
966:
962:
952:
950:
941:
940:
936:
926:
924:
915:
914:
910:
900:
898:
889:
888:
884:
874:
872:
855:
854:
847:
837:
835:
826:
825:
816:
806:
804:
803:. March 6, 2021
795:
794:
787:
777:
775:
767:
766:
762:
752:
750:
742:
741:
737:
727:
725:
716:
715:
711:
701:
699:
690:
689:
685:
675:
673:
664:
663:
659:
649:
647:
638:
637:
633:
619:
618:
614:
604:
602:
591:
590:
583:
573:
571:
562:
561:
552:
542:
540:
531:
530:
526:
516:
514:
505:
504:
495:
485:
483:
481:The Daily Beast
474:
473:
469:
459:
457:
448:
447:
440:
426:
425:
421:
416:
295:Rent The Runway
276:
263:
184:systemic racism
172:
128:
117:
109:
102:
90:
45:
43:
40:
17:
12:
11:
5:
1298:
1296:
1288:
1287:
1282:
1277:
1267:
1266:
1263:
1262:
1255:
1254:External links
1252:
1249:
1248:
1222:
1196:
1170:
1144:
1126:Eldor, Karin.
1118:
1090:
1064:
1038:
1009:
986:
960:
934:
908:
882:
845:
814:
785:
760:
735:
709:
683:
657:
631:
626:Harpers Bazaar
612:
581:
550:
524:
493:
467:
438:
418:
417:
415:
412:
319:Bloomingdale's
275:
272:
262:
259:
174:The murder of
171:
168:
146:is a US-based
138:
137:
126:
122:
121:
118:
115:
112:
111:
103:
100:
97:
96:
91:
88:
85:
84:
75:
71:
70:
65:
61:
60:
55:
51:
50:
37:
33:
32:
15:
13:
10:
9:
6:
4:
3:
2:
1297:
1286:
1283:
1281:
1278:
1276:
1273:
1272:
1270:
1261:
1258:
1257:
1253:
1236:
1232:
1226:
1223:
1211:
1207:
1200:
1197:
1184:
1180:
1174:
1171:
1158:
1154:
1148:
1145:
1133:
1129:
1122:
1119:
1107:
1106:
1101:
1094:
1091:
1079:
1075:
1068:
1065:
1053:
1049:
1042:
1039:
1026:
1025:
1020:
1013:
1010:
1005:
1001:
997:
990:
987:
975:
971:
964:
961:
949:
945:
938:
935:
923:
919:
912:
909:
897:
893:
886:
883:
871:
867:
863:
859:
852:
850:
846:
834:
830:
823:
821:
819:
815:
802:
798:
792:
790:
786:
774:
770:
764:
761:
749:
745:
739:
736:
724:
720:
713:
710:
698:
697:ELLE Magazine
694:
687:
684:
672:
668:
661:
658:
646:
642:
635:
632:
627:
623:
616:
613:
601:
600:
595:
588:
586:
582:
570:
566:
559:
557:
555:
551:
539:
535:
528:
525:
513:
512:TIME Magazine
509:
502:
500:
498:
494:
482:
478:
471:
468:
456:
452:
445:
443:
439:
434:
430:
423:
420:
413:
411:
408:
405:
402:
399:
396:
395:
389:
384:
382:
378:
374:
370:
369:
364:
363:
357:
355:
354:
349:
348:Neiman Marcus
345:
341:
337:
332:
330:
329:
324:
320:
316:
312:
308:
304:
301:, as well as
300:
296:
291:
288:
287:
281:
273:
271:
267:
260:
258:
256:
252:
251:
245:
242:
241:
236:
234:
230:
226:
222:
218:
214:
210:
206:
202:
198:
193:
191:
190:
189:TIME Magazine
185:
181:
177:
169:
167:
165:
161:
157:
153:
149:
145:
135:
127:
123:
119:
113:
107:
104:
98:
95:
92:
86:
83:
79:
78:New York City
76:
72:
69:
66:
62:
59:
56:
52:
38:
34:
30:
25:
19:
1239:. Retrieved
1234:
1225:
1213:. Retrieved
1209:
1199:
1187:. Retrieved
1182:
1173:
1161:. Retrieved
1156:
1147:
1135:. Retrieved
1131:
1121:
1109:. Retrieved
1103:
1093:
1081:. Retrieved
1078:Fast Company
1077:
1067:
1055:. Retrieved
1051:
1041:
1029:. Retrieved
1022:
1012:
1004:the original
999:
989:
979:December 17,
977:. Retrieved
973:
963:
953:December 17,
951:. Retrieved
947:
937:
927:December 17,
925:. Retrieved
921:
911:
901:December 17,
899:. Retrieved
895:
885:
873:. Retrieved
861:
836:. Retrieved
832:
805:. Retrieved
800:
776:. Retrieved
772:
763:
751:. Retrieved
747:
738:
728:December 17,
726:. Retrieved
723:CNN Business
722:
712:
702:December 16,
700:. Retrieved
696:
686:
676:December 17,
674:. Retrieved
670:
660:
650:December 16,
648:. Retrieved
644:
634:
625:
615:
603:. Retrieved
597:
574:December 16,
572:. Retrieved
568:
543:December 16,
541:. Retrieved
537:
527:
517:December 16,
515:. Retrieved
511:
484:. Retrieved
480:
470:
460:December 16,
458:. Retrieved
454:
432:
422:
409:
406:
403:
400:
392:
385:
377:Holt Renfrew
373:Hudson's Bay
366:
362:Toronto Star
360:
358:
351:
333:
326:
314:
292:
284:
277:
268:
264:
248:
246:
238:
237:
213:Net-a-Porter
194:
187:
176:George Floyd
173:
164:George Floyd
156:Aurora James
143:
141:
106:Aurora James
74:Headquarters
58:Aurora James
18:
1027:. Bloomberg
433:Vanity Fair
340:Whole Foods
323:Bluemercury
274:Development
233:Whole Foods
89:Chairperson
1269:Categories
875:August 17,
778:October 4,
753:October 4,
414:References
311:Condé Nast
255:bail funds
205:Home Depot
101:Key people
94:Emma Grede
870:0362-4331
748:opengovny
569:Bloomberg
344:Nordstrom
197:Instagram
160:Instagram
36:Formation
1111:June 20,
1083:June 20,
1057:June 20,
1031:June 20,
974:CBC News
838:June 20,
807:June 20,
605:June 20,
486:June 21,
368:CBC News
1241:May 27,
1235:Essence
1215:May 27,
1189:May 27,
1163:May 27,
1157:Essence
1137:June 8,
922:Reuters
353:Reuters
328:InStyle
280:Sephora
229:Walmart
221:Sephora
170:History
125:Website
116:Staff
54:Founder
44: (
1132:Forbes
868:
388:Target
346:, and
336:Target
325:, and
303:Macy's
299:MedMen
231:, and
225:Target
209:MedMen
1000:Flare
645:VOGUE
315:Vogue
240:Vogue
152:Black
108:(CEO)
1243:2024
1217:2024
1191:2024
1165:2024
1139:2024
1113:2021
1085:2021
1059:2021
1033:2021
981:2020
955:2020
929:2020
903:2020
877:2020
866:ISSN
840:2021
833:CNBC
809:2021
780:2021
755:2021
730:2020
704:2020
678:2020
652:2020
607:2021
599:CNBC
576:2020
545:2020
519:2020
488:2021
462:2020
394:CNBC
375:and
321:and
307:Yelp
142:The
134:.org
82:U.S.
64:Type
46:2020
39:2020
1105:NPR
455:BET
313:’s
257:."
130:www
1271::
1233:.
1208:.
1181:.
1155:.
1130:.
1102:.
1076:.
1050:.
1021:.
998:.
972:.
946:.
920:.
894:.
864:.
860:.
848:^
831:.
817:^
799:.
788:^
771:.
746:.
721:.
695:.
671:GQ
669:.
643:.
624:.
596:.
584:^
567:.
553:^
536:.
510:.
496:^
479:.
453:.
441:^
431:.
342:,
338:,
250:GQ
227:,
223:,
219:,
215:,
211:,
207:,
203:,
166:.
120:16
80:,
1245:.
1219:.
1193:.
1167:.
1141:.
1115:.
1087:.
1061:.
1035:.
983:.
957:.
931:.
905:.
879:.
842:.
811:.
782:.
757:.
732:.
706:.
680:.
654:.
628:.
609:.
578:.
547:.
521:.
490:.
464:.
435:.
48:)
Text is available under the Creative Commons Attribution-ShareAlike License. Additional terms may apply.
