Ways to Make Your Juneteenth Programming Stand Out
Photo by William Recinos on Unsplash
When Pres. Biden made Juneteenth a federal holiday in 2021, just a few days before the event, many companies didn’t quite know how to respond.
In the time since, there have been both positive developments as well as missteps by brands. The grace period that most companies are being given by consumers, however, is quickly running out.
According to an April 2022 survey from JUST Capital, 92% of Americans and 95% of African Americans feel it is very important or somewhat important for companies to promote racial equity in the workplace.
This is also important to companies’ bottom lines as the buying power of African Americans rises to $1.8 trillion by 2024, according to Nielsen. Like many consumers, African American consumers choose to support brands they believe in. According to NielsenIQ, 56% of African American consumers have a strong likelihood of shopping at retailers that make efforts to combat racial injustice. While 53% have a strong likelihood of shopping at retailers that promote equality.
How can you make sure that your company is embracing diversity, equity, and inclusion in a relevant, authentic way?
Acknowledge the Holiday. Start by providing a paid day off for employees. Senior leadership teams can send inspiring messages to employees. Companies can also host an all-company event that includes discussions about Juneteenth. Ideally, your company would have Black members of their leadership teams available to host some discussions. Outside experts should be compensated for their time and expertise.
Lead Discussions on the Company’s Commitment to DEI. In 2020, Adobe created five task forces. Those groups focused on hiring and recruiting diverse employees, helping those employees grow and advance their careers, and advocating for those from diverse communities. Companies that are launching new DEI initiatives can roll these out or announce updates on Juneteenth.
Get Involved in the Community. While some companies encourage their employees to participate in service opportunities, others find additional ways to get involved. Amazon has participated in Juneteenth Unityfest in the past. This event includes musical performances, education initiatives, and access to the company's Black Business Accelerator.
Find Company-Specific Ways to Support Change. In 2021, Alphabet, which owns Google and YouTube, published a Juneteenth-themed Google Doodle. The company also highlighted Black creators, such as Google Play app developers, and supported Black businesses with Google Digital Coaches. Companies may also choose to make donations that make sense for their larger CSR goals.