Insights Scoop

Activate Your Brand on Juneteenth to Empower Black Consumers

Do you know the importance of Juneteenth, what Black Americans expect from brands in celebration of the holiday, and how you can connect with the segment during other important holidays and special occasions?

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On June 19th, six in ten Black Americans will celebrate Juneteenth and honor the occasion by learning about Black history and culture, supporting Black-owned businesses and attending a parade or festival. Since being established as a federal holiday in 2021, Black Americans celebrating the holiday have increased by 18%.

To help your brand celebrate and authentically activate, Collage illuminates the most important annual events and experiences in the lives of Black consumers and identifies natural and effective ways to fuel brand growth through meaningful cultural occasions—during and beyond Juneteenth.

This post includes a small sample of the deep cultural intelligence that fuels growth for our members. Contact us to unlock more content like this.

The Big Picture

Black cultural holidays are booming in the United States. Beyond Black History Month, Juneteenth and Kwanzaa are gaining momentum and providing fresh ways to honor and celebrate Black culture.

Black Americans don’t shy away from acknowledging the hard realities of Black history, even as they celebrate. The segment’s group traits (Determined, Real, Believing) explain their ability to embrace complexity across the many holidays and occasions celebrated throughout the year.

Key Insight #1:

Since Juneteenth became a federal holiday in 2021, the popularity of the holiday has increased considerably. Black Americans drive the boom in celebration rates, but more Hispanics, Asian, and White Americans are celebrating too.

To fuel growth with the segment, we suggest that you ensure your marketing and advertising campaigns connect with Black history or culture authentically by:

  1. Sponsoring ongoing community events honoring Juneteenth.
  2. Donating any proceeds from Juneteenth-related products to help the Black community.
  3. Amplifying voices within your organization who want to speak about the holiday’s meaning to them.

Key Insight #2:

For Black Americans, cookouts are an important part of family reunions and holidays such as Memorial Day and Labor Day. Family reunions tend to be big events with historical roots and offer a chance to reconnect with loved ones. Memorial Day and Labor Day offer an opportunity to celebrate while honoring Black Americans’ history in this country.

To drive brand love, we suggest your campaigns offer clear examples of how your brand can complement a cookout or barbecue whether that be in the category of food and drink, games, music, or overall experience.

Interested in more? Contact us below for additional studies on how to connect with Black consumers, and to learn how to make your brand a winner with high-growth segments.

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