July 4th : Independence? It Depends.

Ask any grade schooler what the 4th of July commemorates and they will tell you “our independence” or “the day the people of the United States became free.” This would not be completely true, however. There were thousands of African-American slaves that were owned by another human being on July 3rd, 1776 and continued to be property on July 5th, 1776. For them, it was just another day.
There is, however, a true “independence day” for the African-American community in the U.S. June 19th, or “Juneteenth” as it is known, commemorates the end of slavery. On June 19th, 1865, Union General Gordon Granger rode into Galveston, Texas with news that the Civil War had ended and those enslaved were now free (over two years after President Lincoln’s Emancipation Proclamation.) Juneteenth has wavered in popularity over the years, but lately we have seen a resurgence of interest within the African-American community, one that marketers should take note of.
Traditionally, Juneteenth was observed through church-centered celebrations that included food, fun and a focus on self-improvement and education. The Civil Rights Era in the 60’s helped spread the tradition beyond Texas and the South to the rest of America, with Milwaukee and Minneapolis now hosting two of the largest Juneteenth celebrations in the nation. Cliff Robinson, founder of JUNETEENTH.com says “The growth of Juneteenth celebrations continues at a phenomenal rate across the country as the knowledge and spirit of Juneteenth becomes more widespread. Coinciding with this growth is the wide embrace and participation by all races and ethnicities, and by government, corporate and non-profit entities.” To find out more about Juneteenth organizations, supporters and events across the country visit the National Registry at www.juneteenth.com.
Texas is currently the only state that grants Juneteenth full state holiday status, but most states recognize or observe Juneteenth on some level. In fact, just last week Vermont became the 29th state to recognize Juneteenth as a state holiday on the third Saturday in June.

The Rev. Ronald V. Myers, Sr., M.D., is the founder and chairman of the National Juneteenth Observance Foundation (NJOF) and the National Juneteenth Christian Leadership Council (NJCLC) in Washington, DC and is instrumental in lobbying to have a Presidential proclamation recognizing Juneteenth Independence Day as a national holiday. Rev. Myers had this to say “Juneteenth completes the cycle of Independence Day in America since African-Americans were still under tyranny on the 4th of July. The “Modern Juneteenth” movement is about connecting the legacy of freedom from slavery and moving forward towards the future – promoting racial reconciliation and celebrating our common bond of freedom. Spreading awareness of the struggle from slavery to freedom should bring us together as Americans – it’s America’s second Independence Day.”

The NJOF in Washington, DC marks the 3rd Friday in June as A National Day of Reconciliation and Healing From the Legacy of Enslavement and this year’s National Juneteenth Congressional Reception will be co-hosted by Senator Barack Obama (D-IL). Myers says “The Congressional Reception is about connecting with Congress in an effort to spread recognition across the country.” For more information visit http://www.19thofjune.com/calendar/index.html.

The question remains – how does the African-American community truly feel about Juneteenth? For some, it’s probably like most Americans’ feel about July 4th – a day to barbeque and gather with family and friends. For others, it’s a time for reflection, self- improvement and rejoicing, an enticement to review the past, assess the present and plan for the future. Juneteenth can provide an opportunity for people of all cultures to acknowledge a period of our nation’s history that shaped the African-American community and continues to influence it today, but will they?

How an individual feels will also effect their marketing perceptions as well. In a recent article in the Arkansas Times (http://www.arktimes.com/Articles/ArticleViewer.aspx?ArticleID=ad0c5cb2-bc44-47fd-b058-34b7efb402ed), local documentary filmmakers take aim at a massive Juneteenth rap and hip-hop concert, contending that concert organizers misused the name “Juneteenth” and turned something revered into just another marketing ploy. Worse, they say, the concert squanders a golden opportunity to reach throngs of young concertgoers. By only mentioning the history of Juneteenth briefly and neglecting the holiday's broader message of freedom and independence, the organizers turn what could be a unifying cultural event into just another concert.

Today Juneteenth continues to gain importance in the African-American community, commemorating freedom and emphasizing education and achievement. Juneteenth serves as a reference point to measure and appreciate the progress and contributions made by African-Americans to our society. Marketers should pay attention to the holiday’s progress, chart it’s growth among African-American communities in the U.S and take heed of the changing perceptions regarding Juneteenth.