Black Americans say brands should celebrate Juneteenth, if done right

Black Americans support brands celebrating Juneteenth, but many also view marketers' efforts to include cultural holidays in their advertising as performative. 

This is according to a study from Collage Group, which surveyed more than 3,800 Americans in March. Of the over 500 Black Americans surveyed, 30% said they were suspicious of brands' motivations when including cultural holidays in their marketing. 

Two years ago, Juneteenth—which commemorates June 19, 1865, as the end of slavery—became a federal holiday. Sixty percent of Black Americans surveyed plan to celebrate this year.

Of the Black Americans surveyed, 41% said all brands should celebrate Juneteenth; 19% said only certain companies should celebrate; and 24% said they didn't care if brands celebrated or not. Nine percent of those surveyed said brands should never celebrate Juneteenth. 

Some brands have received backlash for Juneteenth-themed packaging and other marketing stunts, with critics calling the move performative. 

Brands that do market around Juneteenth should go beyond “box-checking,” according to those surveyed. They suggest brands celebrate Black cultural holidays throughout the year, prioritize hiring Black professionals and maintain a strong commitment to diversity, equity and inclusion efforts through training, employee resource groups and a focus on workplace culture. 

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Marketing around Juneteenth should include an explanation about the holiday and why it is important, according to 41% of Black Americans surveyed; 38% said ads should show how people can support Black Americans; 36% said brands should show how people can celebrate the holiday; and 35% said ads should include issues facing Black Americans. 

The study praised Ben & Jerry's for making a Juneteenth Resource Guide last year. The guide explained the holiday's significance and what the company is doing to address mass incarceration and criminal justice reform.

“This drives relevance with the segment and demonstrates the brand's understanding of the segment’s experiences, struggles, and aspirations,” according to the Collage Group report.