The impact one vow could have on Black-owned businesses in America

After a summer of racial unrest, Aurora James, founder of sustainable accessories brand Brother Vellies, has created a tangible way for major retailers to offer more than just their solidarity to people of color.

This movement, that became a registered charity shortly after the death of George Floyd, is known as The Fifteen Percent Pledge.

James came to this concept after brainstorming on the kinds of incremental but powerful ways companies could add some depth to their intentions to support the Black community.

When being interviewed by Vogue she stated, “Black people represent 15% of the population, and so stores like Target should make sure they’re hitting 15% of Black-owned business on their shelves. If they agreed to do that in a major way, which isn’t even that major—it’s kind of the bare minimum, in fact—then a whole ricochet effect could take place. Why not try?” The industry titans this campaign calls to action include Walmart, Target, Whole Foods, Trader Joe’s and many others, emphasizing how impactful this handful of businesses could be if they began to consider the quality and source of their product the way they consider and value their sales to Black customers.

James also pays special attention in this campaign to fashion and beauty brands who are looking to step up to the plate in the name of equity and inclusivity. This focus comes as a result from James’ own experience in the luxury fashion field, in which she faced challenges as a Black woman having to navigate such a niche market, and varying degrees of discrimination.

Her unmatched experience allowed her to be both effective and swift when creating the pledge.

Companies that have taken on the commitment include Sephora, Vogue, West Elm and Rent the Runway.

On the pledge’s official Instagram page, companies like Bergdorf, Shopbop, and Nordstrom are mentioned as not yet having taken the pledge to commit to 15% Black owned prod- ucts, and currently reaching only about 1% of Black owned brands on their shelves.

The argument is also made by James and many others that these businesses have been upheld by the Black population throughout their history. This is especially true for companies like Walmart, who is the largest corporate employer of America’s Black workforce.

So, what does this movement and call to action for major companies have to do with us as students at Wofford? Actually, kind of a lot when looking at the numbers.

On average, college students hold a combined $417 billion in spending power. Through textbooks, back to school clothes, restaurants/related businesses in college towns and many other factors, this number provides students with a unique authority for demanding change.

The incredible influence of college students could catalyze campaigns like this one in a very serious way. It is also an opportunity for students to hold the businesses they choose to shop with to a higher standard, whether online or in Spartanburg.

On the pledge’s official website there is an opportunity for individuals to make an impact through signing their petition, but also through taking The Fifteen Percent Pledge on a personal level. Steps include taking inventory of your own spending power, accounting for 15% of your monthly purchases to be from Black-owned businesses, and considering donations to continue the important advocacy work for Black-owned businesses.

Visit fifteenpercentpledge.org for more information on James’ work.

Visit supportblackowned.com/states/sc to find Black owned businesses to support right here in Spartanburg.