Every year I try to write about Juneteenth since it became a federally recognized holiday in 2021, with a focus on how brands have treated the occasion as a reflection of the political and cultural
climate in America.
Not too long ago, during the height of the Black Lives Matters movement ignited by the murder of George Floyd and throughout the Biden administration, companies loudly
promoted their commitments to Black communities, racial equity, and supplier diversity. We saw huge marketing campaigns spotlighting Black creators, as well as retailers expanding shelf space for
Black-owned brands. It was expected that statements flooded social media feeds every June.
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But the real issue was never whether brands participated in the holiday, but whether their support
was authentic in the first place. By 2026, consumers finally had their answer. The last several years exposed a hard truth: Many companies only supported Black businesses and cultural
initiatives when it was politically advantageous to do so.
As political pressure mounted following Donald Trump’s return to office and attacks on Black-led programs intensified,
thousands of brands quickly abandoned the same initiatives they once celebrated publicly.
For many Black-owned brands, the consequences were devastating. Brands that had scaled rapidly
through retail partnerships and diversity-focused programs were left scrambling after companies reversed course. Some businesses shut down entirely. Thousands of Black professionals working in the
federal government lost their jobs, despite being overqualified to begin with.
And while all this was happening, consumers noticed -- and more importantly, they haven’t
forgotten.
No company better represents this shift than Target. For years, Target positioned itself as a leader -- and champion, for that matter -- in supporting Black-owned brands and
inclusive business initiatives. So consumers rewarded the company with loyalty because they believed the brand’s commitments reflected its values.
But when Target rolled back DEI efforts
amid mounting political backlash, consumers saw the move as a slap in the face to their support. The fallout damaged trust in a way that quarterly earnings reports cannot fully measure. Target has
lost tons of money, and consumers increasingly view the company as another corporation willing to abandon its principles under pressure.
Declining brand perception and falling consumer
loyalty became part of a larger reckoning happening across corporate America. And Target’s stock has dropped significantly, as happens with every movement that encourages consumers to stop
spending on brands that don’t value them.
The lesson for brands in 2026 is pretty simple: Be authentic, because consumers only care and practice brand loyalty to those that
continue supporting marginalized communities even when it becomes difficult.
It’s worth noting that there are still thousands of brands who are supporting Black communities and
initiatives. Unfortunately, though, they aren’t being vocal about their commitments as before.
At a moment when Juneteenth risked becoming overshadowed by political division and
corporate retreat, former president Barack Obama helped redirect the cultural conversation. The opening of the Obama Presidential Center on Juneteenth is a way to take back ownership of the narrative
about the contributions Black Americans have made to every part of American life, culture, business, and history. This moment has sparked other brands and prominent voices across the country to
unapologetically celebrate Black excellence, resilience, and influence.
One silver lining out of all this: It pulled back the veils brands have been hiding behind for years. For the
foreseeable future, Black-owned brands are and will increasingly be building ecosystems within their own communities, aligning themselves with genuine allies. Which means the door is closed for those
brands that have lost all trust. It’s pretty much going to be impossible to get it back.