Dear brands, this is how to evolve your diversity, equity, and inclusion strategy to commemorate what Juneteenth stands for.
Juneteenth (also known as Freedom Day, Jubilee Day, or Emancipation Day) is a day to celebrate the liberation and the ending of slavery in the United States. In 2021, Juneteenth was made a federal holiday and with this broader recognition and the conversations about race and racism in America, brands are having trouble figuring out how to honor a day they know nothing about. From special-edition Juneteenth ice cream to Juneteenth watermelon salad and Juneteenth-themed party supplies, many companies and brands including Walmart, Dollar General, and Children’s Museum of Indianapolis, have come under fire for marketing tactics and exploitive practices deemed insensitive and opportunistic.
So for the companies and brands that still keep getting it wrong, here’s a quick history lesson, learn what’s wrong and how to fix it.
Juneteenth crash course
On July 4, 1776, the Declaration of Independence was ratified with the second line of the document reading: “We hold these truths to be self-evident, that all men are created equal, that they are endowed by their Creator with certain unalienable Rights, that among these are Life, Liberty and the pursuit of Happiness.”
There was one major problem, this did not hold for African-Americans. Fundamental differences in the institution of slavery brought about the Civil War in April 1861. Mainly because President Abraham Lincoln wanted to keep the Union together. Nevertheless, we’ll take it. After becoming the 16th President, Lincoln issued the Emancipation Proclamation on January 1, 1863. But, it wasn’t until June 19, 1865, when a Union general traveled to Texas (the last state that still had slaves) and read the federal orders to end slavery. Hence, Juneteenth – a combination of ”June” and “nineteenth” and a cultural significance to the African American community!
How to avoid blunders and celebrate appropriately
Now that you know why African-Americans commemorate Juneteenth, here are four important and strategic lessons brands and their marketing teams must understand.
1: Do the groundwork to educate yourself and understand that there is more than one independence day celebrated in the United States.
As a public relations and brand coach, these missteps tell me that these branding and marketing teams are not doing their research. If this is the best strategy they can come up with to commemorate Juneteenth, then it’s time to hire a new team. In case their Google browser wasn’t working during their research, here are two great resources:
- The Juneteenth Foundation: a 501(C)3 organized by a group of black professionals championing the celebration of Juneteenth. The foundation is dedicated to pioneering the strategy that will champion corporate and citizen engagement for the healing and advocacy of African-Americans.
- National Museum of African American History and Culture: the only national museum devoted exclusively to the documentation of African American life, history, and culture. It was established by an Act of Congress in 2003, following decades of efforts to promote and highlight the contributions of African Americans.
2: Use your platform to support the fight for equity and justice by uplifting and elevating black talent year-round.
These tone-deaf efforts underscore the importance of elevating Black and Brown voices. It’s pretty simple if you’re seeking to be an ally against racism and injustice, start spotlighting and partnering with more diverse voices. And don’t forget to make your marketing more reflective of the communities where your products are shelved by featuring more Black and minorities in your campaigns.
3: Lay the foundation for a corporate culture that is more inclusive and supports the Black community both within the workspace and externally.
To ensure that your efforts are NOT purely performative, be sure to bring Black and Brown voices to the table. And when you do, be sure to give these voices the same weight as other voices… So you don’t end up implementing ideas that create a mockery of a holiday with a foundation that is steeped in the trauma of slavery.
Companies need to understand that when these missteps happen, you are telling African-American consumers that your internal processes and teams are NOT culturally competent. You tell consumers that there is no one on your team with the perspectives and lived experiences of the community you are looking to honor.
4: Celebrate the day by asking your community to support and buy from Black-owned businesses.
Juneteenth is a new federal holiday only signed into legislation on June 17, 2021, by President Joe Biden to commemorate the end of slavery. Yes, while you may just be starting your allyship journey. Being an ally doesn’t mean selling and profiting from Black suffering. Understand that when this happens, all the Black community sees is modern-day colonialism.
But if you are truly interested in being an ally to Black and Brown communities, then take the opportunity to make space for Black creators and businesses. And you can start here:
- Nicole Williams Collective: a Loganville-based PR, Marketing & Brand agency providing both the strategic vision and tactical execution required to champion your brand and accomplish your goals.
- FabulouslyFearless.co: trendy lifestyle boutique curated by a black girl and her mom to help the busy woman shop with confidence and make getting dressed fun again. Products are relatively affordable and range from $5 to $200.
- Mosaic Mommies: a multi-cultural marketing firm and community co-founded by three black women that connect moms and women entrepreneurs with brands that are invested in supporting diverse women and committed to equitable changes.
Remember, when you get it wrong, you lose credibility, you lose customers, and your business loses money.
