New Holiday, New Holiday Best Practices?
Maybe Juneteenth can be the holiday we don’t commercialize. In its debut as a federal holiday, Juneteenth was celebrated by a bigger group than ever. Also called Emancipation Day or Black Independence Day, Juneteenth, from here on out will be observed nationally on June 19. On that day in 1865, over 1,800 federal troops arrived in Galveston, Texas, to affirm the end of the Civil War and slavery. The latter half of the message being two years late, as the Emancipation Proclamation was signed in 1863.
What does federal status mean for brands and new cohorts of the population who are understating its significance for the first time? There is an imminent danger that Juneteenth, like so many other holidays, will become over-commercialized. To preserve Juneteenth for its historical importance and not another day off, sparks & honey’s Director of Cultural Strategy, Kevin Echavarria, suggests that brands need to reflect beyond general history and hone in on how their specific industry has contributed to the racial disparities in black communities. Acknowledging and addressing niche flaws can have a far greater impact than performative posts.
Beyond businesses, the non-BIPOC community is equipped with all the power necessary to observe Juneteenth authentically. Making the most of Juneteenth can look like supporting black-owned businesses, listening to a podcast by a black creator, or taking a few minutes out of your day to learn something new about the significance of Juneteenth. sparks & honey's very own incomplete list of anti-racist resources is linked here.
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Phoebe is a Creative Marketing Intern at sparks & honey and a rising junior at Boston College studying finance and philosophy. Phoebe is also the creator and host of WIBcast, a podcast on all major platforms sharing the stories of inspiring women in business. Outside of school and work, she’s a full-time fitness enthusiast and part-time concert attendee.