Juneteenth is the oldest US celebration of the end of slavery, marking the day in 1865 when Union soldiers arrived in Galveston, Texas, and informed residents that the Civil War was over and slavery abolished. That was two years after Lincoln had signed the Emancipation Proclamation. Many African-Americans and others have long marked the anniversary much like the Fourth of July, with parties, picnics and gatherings of family and friends.
How has corporate America responded to the Juneteenth holiday? In 2020, an Amazon facility served fried chicken and biscuits. I kid you not. Bath and Body Works rolled out a tribal themed line of products–practicing cultural appropriation to sell moisturizer. . Walmart created a Juneteenth ice cream, tee shirts and party plates with black, green and red colors–long a symbol of the Black Liberation Movement. Using a white woman to model the apparel with appropriated colors was not a good look. (Juneteenth is an American holiday and uses red, white and blue for their official flag.) These blunders point to the obvious: where are the African American decision makers?
It is not complicated–just ask. It is about respecting your lane. For me– a white, cisgender heterosexual–I have to acknowledge I do not have the life experience and knowledge to fully understand some things–like arranging an authentic Juneteenth celebration (Pride Month–I see you). Enjoy Juneteenth and if you are looking for a great read, highly recommend Frederick Douglass essay on the 4th of July to a slave.