RROOTED represents multiple meanings central to our movement:

• Resistance: Continuing the legacy of civil rights resistance

• Opportunity: Creating economic pathways for Black women entrepreneurs

• Ownership: Supporting Black-owned businesses and digital sovereignty

• Technology: Leveraging digital tools for collective action

• Empowerment: Building economic power through coordinated presence

• Dignity: Honoring the inherent worth and contributions of Black women

ROOTED 2025 is the largest Digital Sit-In in history, celebrating Black women's voices and legacy. Taking place April 10-19, 2025, it combines online activism with physical economic impact across 22 cities, uniting 100,000 participants while generating $25 million in economic impact for Black women-owned businesses.

ROOTED 2025 stands apart through its dual-impact approach that combines digital activism with physical economic action. Unlike traditional boycotts that focus on withholding dollars, we emphasize proactive investment and presence. We've created our own digital infrastructure for complete data sovereignty, and we track economic impact in real-time across all 22 cities.

ROOTED 2025 coincides with Virginia's recognition of April as Black Women's History Month. Our movement calls for this recognition to be expanded nationwide, creating a powerful moment to celebrate Black women's economic contributions while driving measurable impact.

Each day focuses on a critical area affecting Black women's economic empowerment:

1. ROOTS, RESILIENCE & RECOGNITION (April 10)

2. EDUCATION & ACCESS (April 11)

3. FINANCIAL EMPOWERMENT (April 12)

4. LAND, LEGACY & SUSTAINABILITY (April 13)

5. ARTS, CULTURE & MEDIA (April 14)

6. HEALTHCARE & WELLNESS (April 15)

7. INNOVATION & TECHNOLOGY (April 16)

8. COMMUNITY, HOUSING & ECONOMIC DEVELOPMENT (April 17)

9. POLICY & POLITICAL POWER (April 18)

10. FUTURE FORWARD (April 19)

Freedom Routes are physical economic tours across 22 cities that visit Black women-owned businesses in key districts. These routes create direct economic impact through coordinated spending, while providing participants with educational content about each city's Black business history.

The Digital Sit-In reimagines the civil rights sit-in tradition for the digital age. Instead of physically occupying lunch counters, 100,000+ participants occupy digital spaces through our "Kitchen Tables" platform, which provides complete data sovereignty and culturally resonant gathering spaces free from algorithmic control.

The ROOTED Fund is a community capital pool where 90% of merchandise proceeds are directed. This sustainable fund provides ongoing access to capital for Black women entrepreneurs, creating infrastructure that extends beyond the 10-day movement to support continued economic empowerment.

The number 22 has historical significance in Black women's activism history, from the 22 founders of Delta Sigma Theta marching for suffrage to Local 22's labor victories. ROOTED 2025 activates 22 cities to honor this legacy while creating nationwide economic impact.

You can join the Digital Sit-In from anywhere, take actions remotely through our Kitchen Tables platform, support featured businesses online, and contribute to the ROOTED Fund. You can also organize local gatherings in your community to amplify the movement.

ROOTED 2025 evolved from Sisterhood Sit-In, founded by Minista Jazz and her sister in 2020 in response to attacks on Black women entrepreneurs in Philadelphia. What began as socially-distanced protests grew into an annual economic initiative, now scaling nationally.