Yelp is the Latest to Join the 15% Pledge
Ellen Smith — September 2, 2020 — Business
References: 15percentpledge.org & hypebae
Founded by Aurora James, the 15% pledge is an outcome of the Black Lives Matter Movement that encourages retailers and businesses to dedicate 15% of its "shelf space" to black-owned businesses, and Yelp is the latest company to join this pledge.
After this year's Black Lives Matter protests, Yelp saw a 6,520% jump in users searching for Black-owned businesses, showcasing consumers commitment to supporting local or independent labels. In addition to signing the pledge, Yelp launched a Black-owned business search bar which helps to showcase different spots, and to streamline consumers' searches.
Other brands that have joined the 15% pledge include Sephora, and Vogue. Of the many initiatives it plans, Yelp hopes to highlight Black-owned businesses through PR campaigns and more.
Image Credit: Igor Golovniov/Sopa Images/Lightrocket Via Getty Images
After this year's Black Lives Matter protests, Yelp saw a 6,520% jump in users searching for Black-owned businesses, showcasing consumers commitment to supporting local or independent labels. In addition to signing the pledge, Yelp launched a Black-owned business search bar which helps to showcase different spots, and to streamline consumers' searches.
Other brands that have joined the 15% pledge include Sephora, and Vogue. Of the many initiatives it plans, Yelp hopes to highlight Black-owned businesses through PR campaigns and more.
Image Credit: Igor Golovniov/Sopa Images/Lightrocket Via Getty Images
Trend Themes
1. Black-owned Business Support - The 15% pledge is driving consumers to actively seek out and support Black-owned businesses, creating opportunities for increased visibility and sales.
2. Diversity and Inclusion in Retail - Companies like Yelp are recognizing the importance of dedicating shelf space to underrepresented businesses, presenting opportunities for improved representation and customer loyalty.
3. PR Campaigns for Social Impact - By highlighting Black-owned businesses through PR campaigns, companies can leverage their support to build positive brand reputation and engage socially conscious consumers.
Industry Implications
1. Retail - The 15% pledge offers disruptive innovation opportunities in the retail industry by encouraging businesses to diversify their product offerings and support underrepresented entrepreneurs.
2. Marketing and Advertising - The emphasis on PR campaigns and highlighting Black-owned businesses presents disruptive innovation opportunities for marketing and advertising companies to create impactful strategies and campaigns.
3. Local Business Directories - Platforms like Yelp play a crucial role in the 15% pledge as they can innovate on their search features and algorithms to better showcase and promote Black-owned businesses.
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