Celebrating Juneteenth: 5 Ways to do so meaningfully and authentically

Over the past few weeks, I’ve received tons of requests for how companies might commemorate Juneteenth especially given the visible decommitment of brands in terms of their support of Black people, culture and community. While my biggest piece of feedback is not to make Juneteenth performative but rather part of a bigger strategy, I wanted to share five recommendations.

1. Educate & Elevate: Kick off the celebrations by fostering an atmosphere of education and growth. Organize workshops, webinars, or panel discussions to delve into the history of Juneteenth and the lasting impact of slavery today, shedding light on the holiday’s significance and the ongoing fight for racial justice. Only with knowledge and proximity, can we foster real empathy and deep understanding.
2. Amplify Black Voices: Juneteenth is a perfect opportunity to amplify the voices and stories of Black people. Spotlight current Black leaders, artists, authors, and activists who are shaping history, speaking truth to power, and inspiring change. Share their work, highlight their achievements, partner with them, and encourage others to support their endeavors. Let’s use our platforms to uplift and elevate underheard voices.
3. Support Black-Owned Businesses and Black-Led Organizations: Juneteenth is a chance to put your money where your mouth is. If you don’t already, partner with and support local Black-owned businesses, entrepreneurs, and organizations. Switch to Black-owned companies and vendors for your business needs. Support Black-led nonprofits and organizations doing powerful work in communities. Highlight their products, services, or initiatives through collaborations or dedicated campaigns. Investing in their success helps build economic empowerment and drives tangible change.
4. Commit + Center Black People’s Experience: Show your commitment to racial equity by actively designing your products and services with Black customers and audiences in mind. Whether you’re redesigning a city’s infrastructure or marketing a luxury product, listen to a diversity of Black voices, hire a diverse group of Black staff and leaders, and empower decision-making that serves the needs of Black people.
5. Foster an Inclusive Culture: Let Juneteenth serve as a catalyst for lasting change within your organization. Revisit diversity, equity and inclusion initiatives to ensure they’re having the desired impact by asking for specific feedback. Review and redesign policies and practices that are having a disparate impact on Black staff. Conduct ongoing skills-based DEI training including tools and opportunities to practice building muscle memory to change the way people do and talk about things. Create spaces for hard conversations on racial equity, where employees feel empowered to share their experiences and insights. Embrace the difficult journey, recognize that things will get harder before they get better, and enact real change to address harm.

If you’re hosting an event, here are five things to avoid:

1. Using the pan-African flag unless you’re part of the diaspora. This may be perceived as performative and devoid of meaning.
2. Hiring non-Black vendors, caterers, and creatives.
3. Tokenizing Black staff by having them carry the burden of doing the work of planning and hosting the event.
4. Serving food that would be traditionally perceived as stereotypical as a way to “celebrate” Black culture.
5. Using White savioristic content (e.g. films, stories, etc.) as a way to tell Black stories. Such films/content might include The Blind Side, The Help, To Kill A Mockingbird, etc.”

Please be mindful that Black people are not a monolith, so embrace intersectionality and support Black people of all walks of life. By educating ourselves, amplifying Black voices, advocating for change, collaborating with Black artists and creatives, we can take meaningful steps towards honoring Juneteenth and supporting the Black community.

Finally, marking Juneteenth isn’t just a one-day performance — it’s a call to action for the present and the chance to create a better future.

#Juneteenth #RacialEquity #FreedomDay #BlackHistory #RacialEquity #DEI #AmplifyBlackVoices