Juneteenth: What Should My Brand Do?
It’s not too late to activate! With almost half of Black Americans celebrating Juneteenth, brands will want to make their mark on this important holiday. Keep reading to learn what consumers expect from brands like yours this Juneteenth.
Juneteenth commemorates the final enforcement of the Emancipation Proclamation on June 19th, 1865, which marked the official abolition of Slavery in the United States.
According to a recent Collage survey, 42 percent of Black Americans, and roughly 10 percent of the total U.S. population, report celebrating this holiday. Black Americans often celebrate with barbecues and cookouts, with many younger members of the segment also listening to music, dressing up, and setting off fireworks. But do they approve of brands including Juneteenth in their marketing and advertising?
Generally, yes. A plurality of Black Americans – 38 percent – say that all brands and companies should celebrate Juneteenth. Across segments, only 6 percent of Americans say brands should never activate on Juneteenth. Many more Americans simply don’t care or are still unfamiliar with the holiday.
Familiarity of Juneteenth is especially low among Hispanic Americans, but over a third of the total population says they are not familiar with the holiday.
In fact, almost one in five Black Americans are unfamiliar with Juneteenth as well. Together, these numbers suggest there is room for brands and organizations to educate Americans on the history and significance of the holiday.
And such messaging is exactly what most Black Americans want from brands activating on Juneteenth. Older Black Americans especially want brands and companies to help explain the holiday’s meaning and importance. Many within the segment also want brands to address issues facing Black Americans today and to show consumers how they can support the Black community. Include these other considerations alongside your main educational message to help your Juneteenth messaging stand out from the crowd.
To learn more about Juneteenth, we suggest the following sources:
- National Museum of African American History & Culture, “Juneteenth: A Celebration of Resilience”
- PBS, “What Is Juneteenth?”
And if you’re thinking about donating or encouraging donations for the holiday, please consider these organizations:
Finally, you can learn more about what multicultural consumers expect from brands in response to racism and current events.