Masters of Scale avatar

Dexa/Masters of Scale

Learn more
Published Nov 18, 2021

Rapid Response: How to turn intentions into action, w/Aurora James, founder of the 15 Percent Pledge

Aurora James, the visionary behind the 15% Pledge, shares how she transformed a social media post into a $10 billion movement supporting Black-owned businesses, illustrating the power of advocacy and adaptability in entrepreneurship.
Episode Highlights
Masters of Scale logo

Topics covered

Popular Clips

Episode Highlights

  • Pledge Origin

    The 15% Pledge began as a spontaneous Instagram post by in response to the corporate promises made after George Floyd's murder. She proposed that major retailers dedicate 15% of their shelf space to Black-owned businesses, reflecting the Black population percentage in the U.S. 1. This initiative quickly transformed into a nonprofit, with leveraging her entrepreneurial skills to engage companies like Sephora and Ulta, leading to over $10 billion redirected to Black-owned businesses 2.

    I knew how tough it was for all small businesses in America. But seeing that the black community was being hit especially hard, and I knew what kind of value proposition that would mean for them if major retailers committed to that.

    ---

    The pledge's rapid adoption underscores the power of a clear, actionable idea in driving significant change.

       

    Corporate Adoption

    Corporate adoption of the 15% Pledge varied, with companies like Nordstrom signing long-term contracts to ensure accountability and progress 3. James4. The initiative also highlighted systemic issues within companies, prompting them to reassess internal practices and relationships with historically Black colleges and universities 5.

    Anyone that really wants to commit and take their existing business and figure out how to continue doing great business but include black people in 15% of that is what we're really looking for.

    ---

    This flexibility allowed the pledge to foster meaningful change across various sectors.

       

    Measuring Progress

    Measuring the impact of the 15% Pledge is crucial for its success, as insists on data-driven accountability. The collective impact survey revealed that 385 Black-owned businesses were onboarded by pledge takers, showcasing tangible progress 6. This data not only validates the pledge's effectiveness but also inspires continued efforts towards racial justice and economic equity.

    We need to also give ourselves credit for that, too. So I think taking time to applaud the progress that we've made and seeing those data sets gives us inspiration to continue pushing forward, even when it's hard.

    ---

    The pledge's emphasis on transparency and accountability sets a standard for corporate commitments.

Related Episodes