As Juneteenth continues to gain broader recognition—both as a federal holiday and a cultural milestone—it has also evolved in significance. What began as a deeply rooted, community-led commemoration of freedom and Black resilience is now a day that calls for more than symbolic gestures. For brands and institutions, Juneteenth presents not just an opportunity to acknowledge history, but a responsibility to take meaningful, thoughtful action that reflects the values the day represents.
Done right, Juneteenth can be an authentic extension of a company’s DEI (Diversity, Equity, and Inclusion) commitments. Done poorly, it risks coming across as performative, and it could attract backlash. This year’s data shows a growing shift in sentiment that companies can’t afford to ignore.
Looking at year-over-year sentiment data, we see something striking: while Juneteenth was celebrated with strong positivity in 2023 and 2024 (Net Sentiment Scores of 80 and 86, respectively), 2025 shows a steep drop to a net sentiment of 58.
The decline in sentiment reflects increased scrutiny, higher expectations, and nuanced public conversations. Part of this year’s dip was driven by the emotional complexity surrounding events like the Nottoway Plantation in Louisiana suddenly burning down earlier this month—a flashpoint that sparked intense debate online.
For some, the destruction of a symbol of enslavement was cathartic. For others, it raised questions about preservation, education, and how we honor history.
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To better understand how people are engaging with Juneteenth and how brands can respond meaningfully, it helps to look beyond sentiment to the substance of the conversations.
The affiliated conversation data show what people are saying about Juneteenth, and who is leading the conversations, and what else they care about. This gives brands a powerful roadmap for connecting authentically.
In 2025, the strongest affinity among Juneteenth posters was current events, which jumped from 27 in 2023 to 63 this year. That shift suggests that people engaging with Juneteenth are also immersed in broader cultural, political, and social discourse.
As we can see, people talking about Juneteenth in 2025 were also talking about current events, food, fashion, and wellness. That means there’s real opportunity for brands to connect in ways that feel relevant and thoughtful.
Instead of treating Juneteenth as a one-off campaign, brands can tap into these shared interests to create more meaningful experiences. Think:
Understanding these adjacent interests helps companies meet people where they are with nuance, relevance, and purpose.
But engagement doesn’t stop at shared interests. The most powerful Juneteenth conversations this year were driven by individuals and grassroots efforts, elevating not just awareness but impact.
This year’s most connected Juneteenth conversations were driven by people making history, not just remembering it.
Top Juneteenth-related conversations centered on education, legacy, food, and community impact, highlighting figures like Dr. Opal Lee, “the grandmother of Juneteenth,” and grassroots events across the U.S.
Whether it’s Dr. Crystal Reynolds being honored on the Indiana Senate floor, or Black-owned food trucks anchoring celebrations in Shreveport, these conversations reflect meaningful local impact. Brands that support these kinds of activations, through funding, partnerships, or amplification, can move from messaging to meaning.
Supporting public-facing events is just one side of the coin. Internally, companies have a chance to reinforce their values through how they observe Juneteenth, and who they empower in the process.
Far from being a standalone moment, Juneteenth offers companies a critical opportunity to align their internal values with external actions. That starts with treating it not as a PR holiday, but as an extension of long-term equity work.
According to Ogletree Deakins, organizations can:
There are DEI-aligned ways to observe Juneteenth within your organization—from paid time off to supplier diversity and beyond. When Juneteenth becomes part of your DEI architecture, not an outlier, it builds trust from within and credibility from without.
And when companies align these internal values with external community support, Juneteenth becomes a catalyst for both acknowledgment and action.
The documents and data sets analyzed this year show a growing trend of using Juneteenth celebrations to support broader causes. Events increasingly feature:
Key themes across Juneteenth events reflect deep community roots—from cultural education to fundraising for local causes. More specifically, our AI summary of this insight reveals:
The collection of documents provides a detailed look at Juneteenth celebrations and related community engagements across various cities. These documents emphasize the importance of cultural heritage, education, and community solidarity, supported by local government policies and initiatives. Fundraising events also play a significant role, showcasing the community's commitment to social causes and cultural enrichment. Here's a breakdown:
As Workhuman’s guide emphasizes, authentic engagement means co-creating with Black communities—not just speaking to them, but partnering with them. This might mean:
The burning of the Nottoway Plantation is a metaphor and a powerful reminder that confronting the past is never simple, and that meaningful progress takes more than symbolic gestures.
This Juneteenth, ask yourself: Is your brand just showing up for the moment, or showing up for real change?
Let’s work together to make your efforts meaningful. Reach out, and we’ll help you design a strategy that drives impact, not just during Juneteenth, but all year long.