Corporations jump at the opportunity to capitalize on cultural moments.

This has especially been true with Pride Month over the past few years. Pride Month—recognized in June in honor of the 1969 Stonewall Riots—has become heightened, in some respects, because of the support of corporations like Apple, Nike, and the like. While some members of the LGBTQ community welcome the Pride corporate support, with the addition of Juneteenth as a national holiday, there is a refusal to jump on the corporate support bandwagon for the new federally recognized commemoration.

“I resist it,” said Curtis Lipscomb, LGBT Detroit Executive Director. “My approach on Juneteenth is to use that as an educational moment.

President Joe Biden signed the Juneteenth National Independence Day Act in June 2021. The origins of Juneteenth can be found in Galveston, Texas, where Union soldiers informed enslaved Africans that they were free two years after the signing of the Emancipation Proclamation. During the civil rights movement, Juneteenth began experiencing a sort of resurgence which has continued through Biden’s signed order, declaring it a federal holiday.