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      Let's Pledge 15%

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      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.

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      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.

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      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.”

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      "We are asking big businesses to invest in the future of the Black community"

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      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.

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      Photo from 15PrecentPledge


      “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.”
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      “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.”

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      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:

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        • 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.

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      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. ?

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      Personally, I am committed to doubling down on my diversity efforts with a focus on how we can highlight black women-owned businesses.

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      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.

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      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.

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      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.

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