Masters of Scale Rapid Response: How to turn intentions into action, w/Aurora James, founder of the 15 Percent Pledge
Nov 18, 2021
Aurora James, founder of the 15 Percent Pledge and Brother Vellies, is a champion for Black-owned businesses. She discusses how her initiative encourages retailers to dedicate 15% of their shelf space to these businesses, unlocking $10 billion in revenue. Aurora highlights the essential need for accountability and long-term commitment in supporting economic justice. She also shares inspiring stories of perseverance, the importance of artisan craftsmanship, and innovative initiatives like Google's mentorship programs for Black entrepreneurs.
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15 Percent Pledge Launch
- Aurora James launched the 15 Percent Pledge after George Floyd's murder, initially as an Instagram post.
- Sephora became the first major corporation to take the pledge 10 days later.
Pledges vs. Action
- Many companies made promises to support Black communities after George Floyd's death, raising questions about long-term impact.
- The 15 Percent Pledge addresses this by creating accountability through contracts and audits.
Transparency and Accountability
- If declining the 15% Pledge, companies should demonstrate a better strategy with clear metrics, not just headlines.
- External accountability is key for meaningful commitments.