Black Owned Businesses

Fashion designer Aurora James called on brands to put their money where their mouth is: a 15% pledge to Black Lives Matter. Black people represent 15% of consumers and enormous spending power, but the investment into Black communities, Black-owned brands, and people wasn't there. So the 15% isn't a donation, it's a dedication of 15% shelf space to Black-owned brands.

Large brands like Sephora joined the movement, coinciding with the increasing expectation from consumers that companies take social action seriously, and create long-term change. This vector illustration brought attention to the news and brought attention to the coinciding report.