Juneteenth: Showing Care vs. Commercialization
There’s a dangerous trend in the United States when it comes to holidays. It involves taking hold of a deep, beautiful, and rich holiday meaning to then squeezing out all the profits available from it. Have you ever sensed this?
So, it’s easy to understand the tension felt as Juneteenth gains popularity and circulates to a wider American audience. While it is likely the oldest celebrated African-American holiday, it was recently recognized as a Federal holiday on June 17, 2021. As the recognition grows, so does the opportunity for commercialization. Let’s do our best to combat this.
What is Juneteenth?
Juneteenth commemorates the end of slavery in the United States. It was first celebrated a year after 1865, when federal troops traveled to Galveston, Texas on June 19 to announce the freedom of slaves. While the Emancipation Proclamation was signed on January 1, 1863, it was directed toward slaves in Confederate-controlled states and did not end up taking effect in many areas–including Texas. It’s also interesting to note that there was little presence of Union troops or grand-scale fighting in Texas, allowing the slavery to continue without interference long after.
The announcement came from U.S. General Gordon Granger as he read General Orders No. 3: “The people of Texas are informed that, in accordance with a proclamation from the Executive of the United States, all slaves are free.”
First known as “Jubilee Day,” the celebration of Juneteenth quickly spread from Texas to other parts of the country as freed African-Americans celebrated with music, food, and prayer. With such a depth to this celebration, it’s easy to understand the fear of commercialization.
Celebration versus commercialization
Juneteenth provides an excellent opportunity for your workplace to honor this holiday with renewed efforts toward diversity, equity, and inclusion! Here are a few ideas for you to consider as you celebrate without adding tension to the fear of commercialization.
Include Juneteenth as a paid holiday for your staff
Open opportunities for reflection (allowing staff to speak about their own experiences, contribute blog content to your website, etc.)
Use it as a renewed vision toward DEI (share your progress and upcoming goals for diversity, equity, and inclusion in your workplace, invite speakers, etc.)
Consider a service day (find an organization to serve as a team)
There are many ways you can express your recognition and honor of Juneteenth. And when you do so with intentionality and purpose, you will in turn show honor to those who fear its commercialization.
Erika D. Smith, a columnist from the LA Times, warned, “There’s a fine line between celebration and appropriation. In the end, I suspect it will be up to Black people to hold on to the true meaning of Juneteenth, so its power isn’t commoditized, diluted, and sold off, and its history isn’t lost, misconstrued, and ultimately forgotten.”
You have the opportunity to be a workplace that advocates for Juneteenth in ways that consistently show honor to its history.
