Consumer opinions on brands celebrating Juneteenth in ads U.S. 2023

During a March 2023 survey among consumers in the United States, 25 percent of respondents said all brands and companies should celebrate Juneteenth in their marketing or advertising. This sentiment was expressed by more than four out of 10 respondents identifying as Black.

Observed on the 19th of June, Juneteenth celebrates the emancipation of enslaved individuals. Its roots trace back to 1865, when enslaved people in Texas, the last Confederate state during the Civil War, received news about the Emancipation Proclamation. Juneteenth gained national recognition during the George Floyd protests in 2020, prompting its designation as a federal holiday in 2021.

Brands should avoid opportunism, put cultural sensitivity first

With more than 70 percent of Black adults thinking brands are at least somewhat responsible for promoting diversity and inclusion, brands are tasked with approaching Juneteenth in a respectful way, while steering clear from exploitative practices that are considered self-serving or insensitive. In May 2022, Walmart apologized for selling Juneteenth-themed ice cream under its Great Value label. Dollar Tree also faced criticism when it shared a post on social media about a Juneteenth product line that featured plates and cups in Pan-African colors accompanied by the words “Celebrate Freedom.” Suggested best practices for companies around Juneteenth include promoting Black-owned businesses, promoting equality and equity, and creating systems to support Black employees.