As the world becomes more socially conscious, retailers are feeling the pressure to support Black-owned businesses. However, for some, this has been nothing more than a temporary fad. This is where Aaron Wallace’s campaign comes in.
The purpose of this campaign is to highlight retailers that not only stock Aaron Wallace but also actively support the brand. The initiative underscores the importance of an intentional drive for change, emphasising that it is not enough to simply say we want to stock a Black brand to show solidarity. Instead, that intention needs to be backed by action.
“We’re thrilled to have the support of Sainsbury’s, Superdrug, ASOS and Zalando, who understand the importance of intentional support for Black-owned businesses. We hope this campaign inspires other retailers to take meaningful action and invest in creating lasting change,” said Aaron Wallace co-founder of the brand.
Lina Barker, his fellow co-founder, added, “We believe that true progress can only be achieved through intentional action, and we’re proud to partner with retailers who share this belief. Together, we can make a real difference and create a more equitable future for all.”
Sainsbury’s, Superdrug, ASOS,and Zalando are prime examples of brands that continue to put their money where their mouth is by spending time to understand the unique challenges faced by Black founders. They go above and beyond to create programs that address these unique challenges, such as support in fundraising efforts, access to analytics, market research support and more. These retailers realise that from a business and moral point of view, this has to be a long-term investment that promises success for both sides. They are not just here to satisfy a temporary fad, but to rectify a historical wrong and finally even the playing field as best they can. The difference between those who put a black square for tokenism and those who did so to signify change is glaringly obvious three years on.
Aaron Wallace’s campaign challenges us to take a long, hard look at ourselves and our intentions. Are we really committed to driving change, or are we just jumping on the latest bandwagon? By shining a spotlight on brands that support Black-owned businesses, the brand is creating a community of intentional changemakers.
Join the movement and support Aaron Wallace – a brand that represents more than just a product, but a step towards progress.
