As companies grapple with their roles in contributing to racial equality and inequality, diversity and inclusion programs have taken on more importance in the corporate world.
But in retail, one well-regarded bicycle brand led by an industry legend is innovating a more direct approach to address racial inequality: reparations in the form of a 45% discount for Black customers.
Rivendell Bicycle Works, based in Walnut Creek, Calif., is offering the discount not because they are “a nice thing to do, but because they’re owed,” Grant Petersen, Rivendell’s president and founder, wrote in a post explaining the new policy.
This would be a sweet enterprise for a Black dude. Offer your bike-buying services for White people for a small fee. Any White person who pays full price there is, officially, an idiot.