The 15 Percent is a 501c3 non-profit advocacy organization urging major retailers to commit 15% of their shelf-space to Black-owned businesses. It offers large corporations accountability support and consulting services with the goal of advocating for and supporting Black-owned businesses. The 15 Percent Pledge seeks economic equality and prosperity for Black future founders, Black students, and Black people in the workforce. Launched in 2020 by Aurora James, the initiative was born from seeing multiple acts of injustice and police brutality in the United States with a lack of accountability for the systemic issues at play.


Our mission is to encourage the private sector—from Fortune 500 companies to individual consumers—to use their financial power to create more equitable market share for Black-owned businesses.

The Pledge is an invitation to retailers to give their valued community what they are asking for — variation of product and economic equality. It requires a comprehensive re-evaluation of “business as usual” and is an opportunity to create sustainable solutions over a multi-year horizon. It is an opportunity to grow and learn together.

To take the Pledge as an individual, check out our new Consumer Commitment!