Juneteenth: How to Celebrate a Complicated History

Photo Courtesy of Shon Houston

The Civil War ended on April 9, 1865, and ended legalized slavery in America. But, enslaved African-Americans in remote parts of Texas didn’t know the war had ended. On June 19, 1865, a troop of Union soldiers arrived in Galveston, Texas and informed the enslaved people that they were legally free, and the formerly enslaved erupted with jubilee. African-Americans in Galveston, Texas, continued to celebrate June 19th every year as Juneteenth. Over time, the celebration spread throughout the American South and eventually throughout African-American communities across the nation. The events of 2020, including the murder of George Floyd, sparked a national reckoning with America’s flawed and complicated history regarding race. Consequently, the federal government recognized Juneteenth as a national holiday in June 2021.

Now that Juneteenth is a national holiday, companies are producing Juneteenth merchandise, but some Juneteenth products have caused a polarized response. Many African-Americans are thankful that companies are creating products, but others have scorned the companies and accused them of being disingenuous.

Using a large brand platform to recognize a historically marginalized community can be risky. When done wrong, it feels like pandering, resulting in consumer backlash and negative attention. However, when done right, brands signal to these communities that they value and care for them, creating loyal consumers. Brands like Coca-Cola and McDonalds stand out as brands that have historically run robust and successful marketing campaigns targeting the African-American community. 

The key to reaching smaller and historically marginalized communities in a way that feels authentic is capturing the cultural nuances within those communities in the company's messaging.  The Juneteenth merchandise that has been recently produced will likely sell, simply because demand has increased, however much of the backlash could have been avoided with better communication. Companies like Target, Barnes & Noble and others have dropped the ball in their early attempts to reach out to the African-American community during Black History Month. Unfortunately, these marketing campaigns have felt opportunistic. But even when a campaign’s intentions are pure, it can take time to get messaging right. Target, for example, has made tremendous progress in its outreach efforts over the last year. 

There are a few clear “don’ts” when reaching out to African-American consumers. Promoting stereotypes and patronizing are nonstarters. Further, Black culture can move extremely fast. Language, aesthetic and preferences are ever-changing, and by the time mainstream culture catches up, much of the Black community has moved on. Also, Black consumers are far from monolithic, but certain timeless threads bind the community together and it takes a close look to find them.

At SEEK, we believe that getting it right sooner than later is possible. As Juneteenth continues to grow, the companies who get it right will have a competitive advantage in this new space. But, getting it right will require a renewed attempt to better understand Black consumers.  We have the tools to explore the nuances and timeless threads that bind communities together. We are thrilled that Juneteenth is a national holiday. Let us help you help a nation celebrate its history.