Celebrating Juneteenth (and other cultural moments) with intention
These days, many organizations hesitate to engage in conversations around diversity, inclusion, and equity. Fear of backlash or misinterpretation can make silence feel golden. However, culturally significant events such as Juneteenth continue to warrant acknowledgement, as the group commemorating them still appreciates celebration.
The key? Approach them with intention, understanding, and a focus on objective truth.
Safety in objectivity
Many companies struggle because heritage celebrations aren't their main business. If diversity isn't truly part of the company, simply celebrating can look fake. The strongest messages come when you align the truth about the holiday, the truth about your organization, and the truth about its business goals. Truth is never performative, so focus on:
What’s objectively true about Juneteenth? Juneteenth commemorates June 19, 1865, when Union General Gordon Granger arrived in Galveston, Texas, announcing the end of slavery there, more than two years after the Emancipation Proclamation. This date became a federal holiday in the United States on June 17, 2021, signifying its national recognition. For many Black Americans, Juneteenth is a day of celebration, reflection, and remembrance of emancipation, often referred to as Freedom Day or Jubilee Day. Although many celebrate this event as the end of slavery, it's crucial to comprehend its broader historical context. Emancipation for the remaining enslaved in two Union border states (Delaware and Kentucky) wouldn't come until several months later, on December 18, 1865, when ratification of the Thirteenth Amendment was announced. Knowing the specific date of June 19th is important, of course, but a deeper understanding of these nuances provides a more complete and accurate historical picture.
What's objectively true about the organization? Organizations that believe success demands the collective strength of diverse perspectives also believe in supporting the well-being of employees and the importance of ongoing learning and understanding. Recognizing days of cultural significance accomplishes both of those things.
What's objectively true about the organization’s values and goals? What company doesn’t at least claim respect for all individuals is a core value? More than tolerance or simple civility, respect often requires an acknowledgment of historical truths and their impact. Additionally, diverse perspectives are crucial for innovation and effective problem-solving, directly supporting business goals in areas like product development or market expansion. Recognizing significant cultural moments contributes to a more engaged workforce and supports efforts to retain top talent. Operating ethically and responsibly, which includes acknowledging diverse histories and experiences, is fundamental to long-term sustainability.
Communicating with DEPTH
The DEPTH Model™* provides a practical framework for approaching Juneteenth and other diversity celebrations with confidence and clarity—even in times of resistance and backlash. Ask and answer a series of questions:
D is for Deliberate: Do we have a clear, articulable goal for stepping out on this? The decision to acknowledge Juneteenth is a conscious choice. It’s important to know why you’re doing it. If you didn’t close the office for the national holiday, how committed are you to its recognition? It commemorates an event in American history, and such recognition fits into a broader commitment to understanding important historical milestones.
E is for Educated: Do we know all we need to know about this? Have the facts right, and not just the surface-level ones. Everyone who knows about Juneteenth knows the date—June 19, 1865—is the day slavery ended in Texas. But it’s not the day slavery ended in the US. Delaware and Kentucky didn’t shut it down for another six months (December 18, 1865) with the passage of the Thirteenth Amendment. And get the imagery right. Juneteenth made enslaved people Americans, so the correct flag is red, white, and blue. If you tell the story, know the truth.
P is for Purposeful: Does this align with our mission and vision? Need to convince the unconvinced? Stick to what you stand for as an organization. Creating a more informed and respectful workplace? Well, understanding diverse histories helps build a stronger, more cohesive, and ultimately more productive team. It's about who you are, not just what you say.
T is for Tailored: Is this an issue that we can move the needle on – uniquely? Just doing what everyone else is doing leaves you open for unspecific, generalized, undefinable attacks (like what happened to “DEI”). Your way of observing Juneteenth should be designed specifically for your team and your company culture so it feels authentic and reinforces your company's unique values. Align the holiday's significance with your company's authentic commitment to equity. This means clearly showing how you discuss and deliver on equity, whether employees have the day off or not.
H is for Habitual: Is this something we have talked about before or intend to address going forward? Everyone wants equity, even if only for themselves. Juneteenth is an opportunity to underscore your company's ongoing commitment to advancing equity, which starts with understanding the roots of inequity. Use the day to amplify or advance your equity commitments, and keep the conversation going year-round.
The truth can set you free
In an environment where every message is scrutinized, clear, factual, and purpose-driven communication is your greatest asset, and The DEPTH Model is a practical way to develop it. Aligning Juneteenth (and any other cultural recognition) with your fundamental values and business objectives is how to celebrate confidently while creating a more informed, respectful, and inclusive workplace.
*The DEPTH model™ is explained in detail in The Conscious Communicator: The Fine Art of Not Saying Stupid Sh*t.