HONORING JUNETEENTH IN MARKETING
As Juneteenth and the anniversary of the social justice protests approaches, B Code has conducted a study to see how Black audiences really feel about the historic day garnering mainstream attention. Overall, 60% of Black adults feel Juneteenth is very important, which indicates reasons to support and acknowledge the now federal holiday. Below, we have provided more insight into what positions companies and brands should take to be part of the conversation and social justice efforts moving forward.
Black Consumers’ Reaction to Brands Celebrating Juneteenth
Juneteenth presents an opportunity to honor and acknowledge the Black community in a number of ways, such as learning and addressing the historical significance of the day.
Content Black Consumers Want to See
Juneteenth content highlighting Black-owned businesses and community-led organizations will attract the highest percentage of Black consumers.
For marketers, the commemoration of Juneteenth should not be approached as just another opportunity to push products to Black Americans. Instead, it should be used as an opportunity for brands to learn and engage with their Black consumers who have supported them for years.
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