00:00So the pull-up or shut-up challenge, for those who are not familiar with it, was a call to action.
00:03It was a direct action movement, and the aim for it is to create employment for the Black community.
00:08We know that, you know, Black people are way underrepresented in corporate roles.
00:12Only 8% in America, where we make 13% of the adult population.
00:17When you move into leadership roles, oh my God, it's sad, 3.2%.
00:21There are 615 billionaires in this country, only 6 of them are Black.
00:24That is less than 1% of the billionaire population.
00:26So there is a huge gap, and there is a huge problem that people just don't talk about, because it's not in the mainstream.
00:34And so the pull-up or shut-up challenge was sending that conversation to the mainstream, out of the industry,
00:38so consumers can really understand the role they can also play, because companies only understand one thing, and that's the dollar sign, right?
00:45And the only way you can make a company evolve is if you threaten that dollar sign.
00:50That's why we have cruelty-free products.
00:51Now, before, apparently, we had to test some bunnies.
00:53It was not impossible to do in vitro tests.
00:55Now, nobody tests on animals anymore, because the consumers fought.
00:59So this was a call to action for consumers that want to highlight the inequality that exists, that it's a conversation in more political circles, but not in the mainstream.
01:09And to make consumers understand that you can make a change.
01:13You have the power, ultimately, to decide.
01:15And the goal here is for transparency and accountability, because we know that immediately that information is out, it puts companies under pressure to actually do better, because it's out there.
01:25Companies in their nature and in their DNA are people who want to always overachieve.
01:29That's why when they report on numbers, the next day they want to do better, right?
01:32They always want to beat that number.
01:33So when you put that conversation front and center, which this should be, because remember, this is a human rights issue.
01:39And I don't think people understand that, that this is not just some let's drag people on social or whatever.
01:44These are people literally starving.
01:46These are people literally dying.
01:47These are people literally going to jail.
01:50So this is not a thing of, I feel like, I don't feel like.
01:53And so it was really a call to action for consumers to get on their phone, raise awareness for it, vote with their dollars, and become more conscious with their spending.
02:02And what companies are you supporting?
02:04Are you supporting companies who are great at performative activism?
02:07You know, Nike is a classic example.
02:09Black Lives Matter happens within 48 hours.
02:12Don't do it.
02:12They release a whole new commercial.
02:14La, la, la, la, la.
02:15And then we say, how many black people do you employ?
02:16And they're like, crickets.
02:17We haven't heard from them for three weeks.
02:18Nothing.
02:19Nada.
02:20You know, so we have to be, like, conscious about when they're, you know, their corporations are good at it.
02:25They're good at getting the black dollar, but they're not good at employing black people, which really, really has to change.
02:30And this is the aim of this campaign, is to keep this topical, keep this front of mind, and put the power back where it belongs, which is with the people, right?
02:38You have to vote for your dollars.
02:39You have to tell the companies what you want to see.
02:42And I know we all want to see a fairer world, and this is simple.
02:45So we take off our brand pages.
02:46We're protesting digitally.
02:48We tell them, pull up and shut up.
02:49So it's quite exciting for some people who enjoy that kind of stuff, right?
02:52It's very, very easy to do, but it's bringing real change.
02:55I mean, in week one of Black Lives Matter, what do we see?
02:58Black squares, and I'm donating $500,000 to NAACP.
03:03After this movement, what have we seen?
03:05True commitment to creation of jobs.
03:06Adidas, 30% of their jobs are now saying they will allocate to the Latinx community and the black community.
03:11We've seen PayPal bring $500 million.
03:14Now we're no longer talking about $1 million.
03:16You know, we've seen Apple release yesterday $100 million.
03:19So the pressure is on.
03:20Footlocker, $200 million to the black community.
03:23This is where the attention needs to be.
03:24We need to create communities.
03:26We need to build education.
03:27We need to build jobs.
03:28We need to remove money from law enforcement.
03:30This is what's going to make a change to the next generation.
03:33We have to build a black middle class because that will drive integration.
03:37And then when white people see us in the gym, they won't call the police.
03:39You know what I mean?
03:40Because they just know that we do go to the gym.
03:42We do live in Beverly Hills, you know, and we don't have to be entertainers to do that.
03:46And that's what this is for.
03:47This could be the biggest economic shift for the black community in centuries.
03:52And that's what I'm fighting for.
Comments