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.

Then just a fresh-faced youth, Atlanta lesbian Charlotte Hubbard spent her early 20s attending the city’s legendary Black gay pride celebration — one of the few places where she felt she could truly exhale.

“I loved just being in a place where I’m not seeking acceptance,” Hubbard says. “Just being able to be free felt really good.”

Then something shifted. Fist fights seemed to rise. The carefree vibe seemed to diminish. Eventually, for Hubbard, it stopped feeling like home.

“The turning point was when I was at Piedmont Park and every other corner I turned, there was a fight,” says Hubbard, who at 37, hasn’t attended Black Pride in a decade. “I said, ‘I can’t do this’.”