In light of the recent protests over the murder of George Floyd, many Americans are calling on businesses to make changes and show support for the Black community. In addition to signing petitions and contacting state representatives, donating to bailout funds and organisations supporting Black Lives Matter, and using their platform to spread awareness, another call to action for brands has been set forth by Aurora James [1].

James took to Instagram on Saturday to ask major corporations such as Target, Sephora, and more to stock at least 15 percent of their shelf space with Black-owned brands as part of an initiative called the 15 Percent Pledge [2]. Many beauty brands have announced they are donating to organisations such as the NAACP Legal Defence Fund [3], The Bail Project [4], ACLU [5], and many more, but supporters are asking them to take it a step further than that.

While it should be a given that stores carry far more than just 15 percent of Black-owned brands [6] on their shelves, customers are acknowledging that it is a step in the right direction.