Following the death of George Floyd and a wave of protests calling for an end to police brutality and racial injustice, many people have wondered how they can help the Black community. A new petition is addressing allyship from large businesses, one that major retailers could participate in by offering Black brands more space in their stores.
Aurora James, creative director and founder of Brother Vellies, was the first to urge major retailers to commit to buying 15% of their inventory from Black-owned businesses in an Instagram post last week. Black people account for 15% of the population in the United States, according to estimates from the U.S. Census Bureau. Providing these business owners shelf space is necessary.
“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,” James wrote. “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.”
James started out by @-ing corporations like Whole Foods, Target, Walmart, Sephora, Saks, and Net-a-Porter, calling for equal representation among retailers. As this move would be a direct reflection of the U.S. population, it would put money into the hands of black business owners, giving the opportunity for small businesses to transform into larger ones. “Whole Foods if you were to sign on to this pledge, it could immediately drive much needed support to Black farmers. Banks will be forced to take them seriously because they will be walking in with major purchase orders from Whole Foods,” James said in her post.
These retailers cater to a diverse audience and span throughout the entire country, and it is only right that their product offerings do the same. This is especially true for fashion retailers, where Black culture, style, and influence have not been given enough credit in the industry. There has only been a small piece of the story sold to consumers nationally, and for decades — one that must be altered. Instead of utilizing brand platforms to achieve surface-level activism (or performative allyship), retailers can listen, and should take this simple step: make room for Black creators.
The 15 Percent Pledge has evolved with support from thousands of people over the past week. Retailers that have pledged so far include Sephora, Rent the Runway, Heyday, Violet Gray, Lisa Says Gah, and ban.do.
For those asking what you can do to help, all you need is your name and email. Sign the pledge, and while you’re at it, tell all your friends, too.