Pharrell Williams’ Advice To Corporate America: ‘We Need To Think Green’

Pharrell Williams has become as well known for his environmental advocacy as he is for his 13 Grammy Awards. The creative director of Bionic Yarn, a company that spins plastic waste into high-grade textiles, has made going green a priority. But when Williams urged corporate America to “think green” at the Forbes Just 100 Virtual Summit on Wednesday, he wasn’t talking about the environment.

“What if you no longer had access to the Black dollar?” asks Williams. “What if you no longer had access to the transgender dollar? What if you no longer had access to the undocumented dollar? Can your business only survive on the people who share the same values as you? It’s better business to think about approaching your business from the point of view of human rights.”

Black Americans have $1 trillion in spending power. Williams believes businesses would do well to capitalize by marketing to them. “If we get the Walmarts, if we get the Amazons, if we get the Apples on board—all of the companies that contribute to the way the wind blows in America—then we change the game.” 

In recent months, many corporations have made commitments to addressing racial injustices. Williams has been the driving force behind some of these pledges. In June, he urged companies to observe Juneteenth—the day commemorating the end of slavery in the United States—as a paid company holiday. Organizations including Just 100 listmakers Adobe, Mastercard and Target did just that for this first time this year. 

“They’re making these systemic changes, which is awesome to see,” says Williams, who has continued to encourage more companies to learn about and honor Juneteenth and, by extension, Black history. “Come to our cookouts—the food is amazing,” Williams adds, with a laugh. 

His music speaks as loud as his words. In April, Williams released a song with Jay-Z titled “Entrepreneur,” an ode to Black business owners, who have been among the hardest hit by the economic impact of the coronavirus pandemic. “They deserve some visibility and reception,” says Williams. “That was literally all we wanted to do was just turn the lights on.”

What will it take for Black people to truly reap the rewards of America’s capitalist society? More time, and more support. But investing in Black Americans is well worth both, Williams says. “It’s no different than coal,” he says. “We’ve been in one place for a very long time, under a lot of pressure, and that’s what creates a diamond. It’s just going to be when our advocates and allies get loud enough and push more enough for us to get to that place where we can all shine.”

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