The Do’s and Don'ts of Juneteenth Brand Marketing

Guest Post by Yolanda Williams

Racial Justice Educator, Social Media Strategist & Founder of Parenting Decolonized

June 19, 2023 marks the second year of Juneteenth as an official holiday and personally, I’m still not really happy about that. It feels wrong that people who don’t want to recognize that anti-black racism is still present in the U.S. and who voted for the people who won’t allow the teaching of Juneteenth in school, get the day off as a federal holiday, but that’s neither here nor there.

I’m already seeing the erasure of Blackness from OUR holiday, so I wanted to offer up some Do’s and Don’ts for brands who aren’t sure how to honor or celebrate this holiday. You don’t wanna end up on the wrong side of Black Twitter. Trust me…it ain't a cookout.

First and foremost, and I cannot stress this enough, do not – I repeat – do not release a line of 'limited edition' Juneteenth merchandise and call it a day. That's about as far from respectful as you can get. It's like showing up to someone else's birthday party and passing out flyers for your new business. No, honey. You're here to celebrate, not to capitalize.

Now, don't get me wrong. There's nothing wrong with commemorating the day with something special, but the focus should be on honoring, not monetizing. I honestly think when you understand why this day is important to the Black community, you’ll have greater respect for it.

Here’s a quick history lesson:

Juneteenth, celebrated on June 19th, commemorates the day in 1865 when Union General Gordon Granger arrived in Galveston, Texas, and announced that all enslaved people were free. This was a full two and a half years after the Emancipation Proclamation was signed by President Abraham Lincoln. So, while the wheels of “justice” may have been turning slowly (more like a tricycle than a Ferrari), they eventually delivered the message of freedom. From that day forward, Juneteenth became to Black folks what July 4th is to everyone else. We’re a little possessive of it too…for good reason. I’ve already seen pictures of white people on a sign for a Juneteenth parade with nary a Black person in sight. It’s beyond appalling that just two years after Juneteenth became a federal holiday, the Blackness is being erased from it. Hopefully, this blog will help brands honor the holiday properly.

Now, onto the Do's and Don’ts:

1. DO educate yourself and your employees about Juneteenth

   One cannot genuinely honor what one does not understand. So, hold workshops, invite speakers, share resources, and educate your team about the historical context of Juneteenth. Remember, in the age of information, ignorance is a choice, not a byproduct. 

2. DON'T tokenize Black employees

   While it's great to involve everyone, it's critical not to single out Black employees to be your guides through the history and importance of Juneteenth. Remember, they are your colleagues, not your history professors.

3. DO uplift Black voices

   Honor Juneteenth by uplifting Black voices in your community. Collaboration with Black-owned businesses, artists, and influencers sends a powerful message of solidarity and can be a win-win for everyone involved. And, let’s be real, who doesn’t love a win-win?

4. DON'T "slap a filter" on it

   A nod to all the social media managers out there, let's not make a habit of reducing significant cultural moments to a single Instagram filter. Changing your brand logo colors for the day doesn't do justice to the gravity of Juneteenth. Actions, my friends, speak louder than filters.

5. DO donate and support initiatives that further the cause of racial justice

   Support organizations that actively contribute to racial justice and the upliftment of the Black community. It's essential to realize that the fight against systemic racism isn't a once-a-year event. It's not like a New Year’s resolution you forget about after February.

6. DON'T make it all about your brand

   Don’t use Juneteenth as a marketing campaign opportunity. This isn't about the latest deals or pushing new products. Trust me, no one is looking for "freedom fries" or a "liberty latte" on Juneteenth.

7. DO donate and support initiatives that further the cause of racial justice

   There are countless organizations that support racial justice, education, and the upliftment of the Black community. Your donations can help. And remember, writing a check isn’t a one-time antidote to systemic racism. It’s not like a bad hangover where a dose of Pedialyte will get you right back on your feet. Commitment to racial justice should be continuous.

Remember, the goal here is to honor the day with the reverence it deserves while promoting a better understanding of it. So whether you're a small business, a multi-national corporation, or an Etsy seller who crafts artisanal candles from the comfort of your living room, you can contribute to the authentic recognition of Juneteenth.

And don’t forget Black people and Juneteenth are about joy, community, and liberation. We are more than just our pain. It’s ok to infuse some humor and laughter into your marketing. 

“Juneteenth was never about commemorating a delayed proclamation but about celebrating a people’s enduring spirit.”

— Annette Gordon-Reed

Keep it Conscious,

Yolanda