How The Fifteen Percent Pledge is Pushing for Better Diversity on Store Shelves
Following the horrific murder of George Floyd, Canadian-born director, activist, and fashion designer Aurora James decided she needed to do something to make a difference. Act after act of police brutality with little to no repercussions for the perpetrators left the Black community in a state of perpetual fear and disgust. George Floyd’s death on May 20, 2020 also came at the same time as the height of the pandemic, which disproportionately affected Black businesses.

James’s response was to found the Fifteen Percent Pledge, which has since gone on to bring on board over two dozen major corporations. According to James’s website, the impact of the Fifteen Percent Pledge has been significant, “effectively diverting over $5B in capital to Black entrepreneurs in the United States” within the first year.
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