Is Juneteenth being swallowed up – and swept away – by the diversity, equity, and inclusion (DEI) movement? The nation’s newest federal holiday was meant to be a celebration of the end of slavery in America. It was never an LGBTQ holiday or general celebration of “marginalized communities.” Yet it seems some are trying to co-opt it – or culturally appropriate it, one might say – into the broader movement. As the tide of public and political opinion turns against DEI, however, will Juneteenth find itself washed away as well?
The Political History of Juneteenth
The Southern Poverty Law Center describes Juneteenth on its Learning for Justice website as a celebration of “marginalized communities’ resistance while underscoring a troubling truth: the historical perpetuation and ongoing exacerbation of racism and queerphobia in the United States." That, however, is not a traditional interpretation of Juneteenth.
On June 19, 1865, Major General Gordon Granger read General Order No. 3 aloud to the people in Galveston, TX. It read, in part: "The people of Texas are informed that, in accordance with a proclamation from the Executive of the United States, all slaves are free." Although the Emancipation Proclamation had been signed more than two years earlier, this was the first time many in this area had heard about it. Texans began honoring Juneteenth the following year, and, little by little, the tradition migrated to other parts of the South.
In 2021, President Joe Biden signed a bill declaring June 19 a federal holiday, but not everyone was in agreement. Some Republicans argued that it would cost too much for a historical event with which few were familiar. Then-Rep. Mo Brooks (R-AL) voted against the holiday, saying it would result in $1 billion in lost productivity.
In a 2020 YouGov poll, 70% of white people and 49% of black people said they had never celebrated the holiday. “However,” the organization found, “nearly half the public, including three in 10 Black Americans (31%), admit they had not known about Juneteenth until this year.”
Decline of the Holiday
Also commonly known as Freedom Day, Emancipation Day, and Black Independence Day, Juneteenth was supposed to celebrate the freedom of slaves. It was wildly popular during the days of George Floyd and the return of Black Lives Matter, but this year, some celebrations are being canceled.
Indianapolis, IN, Bend, OR, and Plano, IL, according to Newsweek, have canceled Juneteenth activities because, “[t]hough President Donald Trump’s administration is not directly connected to the cancelations [sic], some organizers said they were cancelling [sic] events due to the political climate since Trump’s return to office.”
Planners in Bend, OR, cited “an increasingly volatile political climate” in a statement to explain why they had canceled this year’s celebration.
La Voce di New York also pointed to the Trump administration for the holiday’s failing popularity. “Across the nation, both local governments and major brands are pulling back from DEI — Diversity, Equity and Inclusion — initiatives,” the outlet opined. “Political pressure is a key factor. The Trump administration has launched an aggressive campaign to slash or eliminate federal programs focused on inclusion, a move that is also disrupting the broader cultural and symbolic landscape.”
HuffPost put the blame on “[canceled] federal grants and businesses moving away from so-called brand activism," claiming they "have hit the bottom line of events marking the end of slavery in the U.S.” Furthermore, many companies are severing ties with LGBTQ celebrations, the outlet said.
While DEI changes have likely impacted many of the celebrations planned nationwide, they are not the only reason. Corporations “treated Juneteenth like a trend,” one planner told HuffPost. “Once the media spotlight faded, so did the money.” BET said support for the holiday has dwindled in just four short years, and “[o]ne organizer noted that securing sponsors now feels like ‘pulling teeth,’ with companies either ignoring requests or offering a fraction of their original contributions.”
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