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Activists Pushed Retailers to Back Black-Owned Brands. Here’s How Nordstrom Responded.

by Chantal Fernandez

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In August, after the #PullUporShutUp and 15 Percent Pledge campaigns garnered widespread attention, Nordstrom made public a five-year plan to become a more diverse and inclusive company. It said it would hire more diverse managers, aim to sell $500 million in products from Black and Latino-backed brands by 2025 and give more to anti-racist organisations, among other plans.

Inside Nordstrom, the initiatives were seen as an investment for the department store’s future. Survey after survey showed customers wanted to shop from businesses that aligned with their values. Stocking more Black and Latino-owned brands would potentially attract more minority shoppers.

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