What is Your Company Doing this Juneteenth?
Juneteenth: How does your company acknowledge without exploring this important day in US history?
This Sunday, June 19, is Juneteenth — a celebration of the end of slavery in the U.S. after the Civil War. On June 19, 1865 - two years after the Emancipation Proclamation was signed - two thousand Union troops went to Galveston, TX and informed slaves of their freedom. Juneteenth is considered the longest-running, African-American holiday.
Last year, Juneteenth was made a national holiday, and since 2020 there has been an increase in companies taking steps to recognize the occasion - from making it a corporate holiday to funding and participating in Juneteenth events. Most recently, some companies are facing backlash for marketing Juneteenth merchandise, including ice cream, bucket hats, and sticker packs (many have since pulled the products from the shelves).
In a recent Vox article, Julia Craven explains the history and significance of Juneteenth and argues that this type of commercialization of a sacred holiday exploits Black people. She reminds us of the inequity Black people continue to face in the U.S.
“Freedom, for us, is complicated. We’re celebrating a milestone of our ancestors even as we acknowledge a reality we don’t fully have. That’s why it’s so galling to see corporations and businesses dig their nails into Juneteenth as if it’s a trend and not a day of reverence for freedom’s complexities.”
While companies received pushback from consumers for marketing Juneteenth, some say commercialization of the day is inevitable. Earl Fowlkes, Jr., president of the Center for Black Equity, says he expects that Juneteenth sales will become a focus for retailers, similar to Memorial Day or Presidents Day because “we live in a capitalist society."
One common theme among consumers when it comes to companies celebrating Juneteenth through corporate holidays and public statements is that it shouldn't end there. Companies should ensure their policies and actions are advancing equity and inclusion for Black people in their workforce, their consumer base, and their communities.
Erica Ball, a professor of Black studies at Occidental College in California, says Juneteenth should be something larger than just a fun event.
“We should celebrate in a mindful way, but also in a way that insists we keep working to create the country we want this country to become.”
How is your company celebrating Juneteenth? Comment below.
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