The Prince’s Trust

Amazon worked with The Prince’s Trust to create and launch a new Strengthening Diversity Fund, specifically helping those who face persistent social inequalities, including young women, young people from Black, Asian, and Minority Ethnic backgrounds, and young refugees, stay in education, learn new skills, and set up their own businesses. The fund was launched with a campaign where UK role models including entrepreneur Steven Bartlett, musician Jorja Smith, and TV presenter June Sarpong, shared their best motivational advice for teenagers. The slogans were painted throughout the grounds of Dean Trust Rose Bridge secondary school in Wigan, Lancashire (one of the first beneficiaries of the fund) and turned into inspirational posters that are displayed in over 100 secondary schools across the country. A YouGov report showed an extra 8.7 million people were aware of Amazon’s purpose-driven work in the UK and 36% had a better opinion of the company because of it.