To make the consumption of black clients egalitarian, the Mover (Movement for Racial Equity) and the Black Black Sisters In Law Network created the “Black Consumer Defense and Inclusion Code”.
The document brings together ten proposals for combat racist and discriminatory practices In shops and commercial establishments, with the objective of ensuring a fairer experience.
The initiative was developed from the research conducted by Nina studio with black consumers of classes A and B that exemplifies racism in retail stores.
- 91% of black consumers have already suffered racism in beauty and high standard beauty stores;
- 70% report constant discomfort in consuming in these spaces;
- 18% were followed, searched or had their bags sealed.
Among the provisions of the provisions of the mandatory anti-racist training for employees, aiming to eliminate conscious and unconscious biases; The readiness in serving black consumers as a way to repair excluding logic; the guarantee of free access and circulation in commercial spaces; and the regulation of approaches and magazines, which should only occur in the face of unequivocal evidence, to curb stigmas based on racial stereotypes.
The code also presents specific guidelines for the hygiene and beauty sector, such as the availability of products focused on black skins and curly and curly hair, meeting a historical demand for representativeness and inclusion on shelves.
The initiative has the support of Alfos, 56 shopping mall administrator in the country, and the Brazilian Association of Selective Perfumery (ABPs), who pledged to spread the document between partners and associates.
The application of the guidelines will begin to be implemented by large networks later this semester.
During the release, prominent names such as Lázaro Ramos, Conceição Evaristo, Mulambö, Luanda Vieira, Luiza Brasil, Ricardo Silvestre and AD Junior participated in the event, which symbolically marked the beginning of the mobilization.
Movement Movement Executive Director Natália Paiva highlighted the strength of collective action to promote structural transformations in the sector.
Jurist Dione Assis, founder of the Black Sisters in Law collective and creator of the Code, explained that the document does not seek to replace the Consumer Protection Code, but to complement it with an Afrrocerated approach.
“Code is important because it treats racism in consumer relations not only from the perspective of scarcity, but also from the logic of prosperity,” said Assisi. Although without binding legal effect, the document carries a strong moral and symbolic value, according to the jurist.
The writer and intellectual Conceição Evaristo reinforced this symbolic dimension by recalling the historical absence of representativeness in the beauty market.
“For a long time, we black people have not seen ourselves represented in Brazilian beauty. Aesthetics has always been political – and being considered beautiful is an act of affirmation. Today, seeing a black youth recognizing itself as an essential part of Brazilian identity and having access to products that celebrate its beauty is, for me, a symbolic and historical achievement.”
