The Buzz: Hey Corporate America, This (And Every) Juneteenth, Don’t Capitalize Off Black Culture 

A few weeks ago, Walmart received backlash for appearing to capitalize on the history of Black people by selling “Celebration Edition: Juneteenth Ice Cream” under its Great Value label in recognition of the Juneteenth holiday. The red velvet and cheesecake flavored ice cream packaging included the words: Share and celebrate African-American culture, emancipation and enduring hope. In addition, it appeared that they attempted to trademark “Juneteenth” in the process. Around the same time that the ice cream was circulating around social media, there was also an image of a party decoration display of Juneteenth branded items making its rounds, with one product having the words “It’s the freedom for me” inscribed. Walmart drew so much outrage that it has since pulled many of its Juneteenth items, including the ice cream, and they issued an apology. 

Last year, Juneteenth became a federal holiday. Juneteenth, also known as African American Emancipation Day, celebrates the date (June 19, 1865) when federal troops arrived in Galveston, Texas, to free the remaining enslaved people in the United States (two and a half years after President Lincoln’s Emancipation Proclamation). Celebrated since the late 1800s and recognized in most U.S. states, the push to make it a federal holiday gained momentum following the protests in response to the murder of George Floyd. Many organizations have since included it as a company paid holiday, and many brands seized this as an opportunity for capitalistic gain. 

While brands such as Walmart, and others that have made similar blunders (see Juneteenth watermelon salad), may have been operating from a place of positive intent—to affirm the value and history of Black people—the impact was clearly the opposite. Many of these attempts at “celebrating” and raising awareness for Juneteenth are stereotypical and insensitive. It leaves one wondering: who was consulted, and how many of them were Black?

Like many organizations, Walmart added their voice to speaking for racial equity after the murders of George Floyd, Breonna Taylor, and Ahmaud Arbery in 2020. In his remarks delivered during a companywide meeting in June 2020, CEO Doug McMillon stated, “Words and feelings matter but they are not enough. More action is required. We will find new ways to accelerate the desired changes inside our company and we will also find the ways that our business can influence real change in our country.” He further went on to share that Walmart and the Walmart Foundation were committing $100 million to create a new center on racial equity, and “to influence and lead change, we are going to use the power of Walmart to invest resources and develop strategies to increase fairness, equity, and justice in aspects of everyday life.” I am unsure if the Juneteenth products are part of those strategies. 

Of course, Walmart is in the business of making money. But at what cost, and at whose expense? I do believe that selling themed products related to certain holidays or heritage months (e.g., Pride Month, Black History Month) can help to spread awareness about historically marginalized communities and their experiences. And let’s be real y’all: some people are still so obviously unaware that seeing that Juneteenth ice cream might have taught them a little history in that moment. On the other hand, following the nationwide protests against racism in 2020 and the outpouring of company statements in support of racial justice, many of us are ready for companies to move beyond the performative activism into some real action and systemic change. You have made the commitments, now act on those commitments! Red velvet cheesecake ice cream in a red, yellow, black, and green container with the words “Juneteenth” on it is not the action we seek.   

It still amazes me that no matter how many anti-racism statements are put out, CDOs appointed, and diversity and inclusion commitments made – we continue to see gaffes like these by major brands. 

These instances prove that there is deeper, systemic work to be done and that many of these statements and D&I appointments are just for show. 

What is the inclusion solution? 

1. When creating products “in support of” marginalized communities, include their voices in all stages of the process. Reach out to your Employee Resource Group members or conduct consumer focus groups, for example, to understand how the product is resonating with those groups you seek to affirm. 
2. The topic of race is complex, and to truly understand race and racism it takes intentional commitment to educate oneself on history and cultural nuances. And in addition to education, as we outline in The Winters Group’s 4E Model™, you need exposure, experience, and empathy in order to truly enhance your level of cross-cultural competence. 
   • Exposure: The more exposure you have to difference, the more capability you have to understand how differences make a difference.  
   • Experience: This takes “exposure” a step further. Experience is about engaging with those who are different from you in ways that are cross-culturally enriching. Exposure is different from experience. Diversity can be all around you, but if you are not developing meaningful relationships with your cultural others, you are less likely to have the capacity to bridge across difference.  
   • Education: Experience and exposure should be complemented with formal and informal education. This may include workplace trainings, continuing education, research, visiting museums, reading books, and the like. 
   • Empathy: The first three “Es” lead to empathy, which is the ability to see the world from the other’s perspective. Empathy cannot happen without the other “Es.” 
3. Shop Black-owned. Here’s a link to Black-owned ice cream brands across America that you can support in celebration of Juneteenth (and every day thereafter). One of the brands, Creamalicious, had the red velvet cheesecake flavor before Walmart’s version.