HARRISON, NEW JERSEY - JUNE 19: Mya Jones #18 of San Diego Wave FC celebrates her goal with the NWSL ... More logo and Honoring Juneteenth digital signage behind her during the second half of the National Women's Soccer League match against the NJ/NY Gotham FC at Red Bull Arena on June 19, 2024 in Harrison, New Jersey. (Photo by Ira L. Black - Corbis/Getty Images) Getty Images Happy Birthday, Juneteenth! America's newest federal holiday celebrates its fifth year of celebration in 2025. In a year that has been marked by so much change related to the narrative, acceptance and visibility of DEI (diversity, equity and inclusion) across America—from the military to education and boardrooms —Juneteenth serves as a reminder of why acknowledgment and recognition in America is so important. And it serves as a cautionary tale of what can happen to groups of Americans if people in charge are left unchecked. Juneteenth is much older than five years old on a nonfederal level, as it commemorates June 19, 1865, when Union General Gordon Granger arrived in Galveston, Texas, to announce the end of slavery—two and a half years after the Emancipation Proclamation. While celebrations began as early as 1866 (159 years ago), it wasn’t until June 17, 2021, that President Joe Biden signed the Juneteenth National Independence Day Act, officially making it a federal holiday. This recognition came amidst a national reckoning on racial justice, spurred by the deaths of George Floyd and Breonna Taylor, and a broader examination of systemic racism in the United States. In 2021, Juneteenth was signed into law as a federal holiday on a Thursday, two days before June 19, which fell on a Saturday. Virtually no one celebrated the day, primarily because it was a weekend, and the notice was too short to prepare anything at scale. But are companies celebrating America’s youngest federal holiday? The short answer is: it depends. WASHINGTON, DC - JUNE 17: An attendee adjusts his Juneteenth-themed hat during a neighborhood ... More Juneteenth festival on June 17, 2023 in Washington, DC. Two years ago, President Joe Biden signed bipartisan legislation establishing Juneteenth as a federal holiday. Juneteenth commemorates the day on June 19, 1865 when a Union general read orders in Galveston, Texas stating all enslaved people in the state were free according to federal law. (Photo by Nathan Howard/Getty Images) Getty Images While large market cap firms such as Omnicom, L’Oreal, Paramount, NBC Universal, IPG Mediabrands, the NFL and Disney, among others, are acknowledging the holiday by closing their companies for the day, many small and midsize companies are either positioning Juneteenth as one of their “flex holidays,” where employees can select a preset number of holidays they prefer to take as paid time off, or simply not recognizing the day beyond an email message to employees. MORE FOR YOU On the flip side, some companies such as Urban One, a leader in the space of Black-owned media, is recognizing the holiday by giving employees both Thursday and Friday as days off to honor the holiday, creating a long weekend for colleagues and staff. With companies engaging with this holiday via a spectrum of approaches, it’s hard to tell exactly how much this holiday will evolve across the hallways of corporate America. New Scrutiny On Corporate DEI Since the 47th President took office, upon the passing of his the Executive Orders targeting DEI, there has been an overhaul in corporate language (link) and programming (link) around ensuring the actions organizations are taking are not only legal but also reflect authenticity. One of the key challenges for companies is avoiding the trap of performative activism—actions that appear supportive but lack meaningful impact. Posting a Juneteenth message on social media or hosting a one-off event may garner positive attention in the short term, but without sustained action, these gestures can ring hollow in the realm of public opinion. WASHINGTON, DC - JUNE 17: U.S. President Joe Biden signs the Juneteenth National Independence Day ... More Act into law in the East Room of the White House on June 17, 2021 in Washington, DC. The Juneteenth holiday marks the end of slavery in the United States and the Juneteenth National Independence Day will become the 12th legal federal holiday — the first new one since Martin Luther King Jr. Day was signed into law in 1983. (Photo by Drew Angerer/Getty Images) Getty Images The Power Of Meaningful Engagement The best way for companies to approach Juneteenth is not as a marketing opportunity but as a genuine way to celebrate the day. To ensure that Juneteenth observances are impactful and authentic, companies should consider the following best practices: Programming. Create spaces for new amplified voices via workshops, panels or discussions to help employees understand the holiday’s importance and its relevance to contemporary issues. Support Black-Owned Businesses. Provide an avenue to educate staff on Black-owned businesses or utilize their services for corporate events for a tangible economic impact. Visible Investments. Leverage scholarships, mentorship programs or community-development projects as a way to elevate and shine light on those who can benefit from it. Address Internal Inequities. Conduct pay-equity audits and promotion practices, which demonstrate a commitment to equity that goes beyond words. ATLANTA, GEORGIA - JUNE 19: Actress/singer Serayah McNeill attends Ebony Juneteenth Celebration at ... More The Gathering Spot on June 19, 2022 in Atlanta, Georgia. (Photo by Paras Griffin/Getty Images for Ebony) Getty Images for Ebony Whether you’re employed at a company, a solopreneur or simply a community member, look within and go beyond symbolism. Use the time to reflect on your own practices, engage in honest conversations about equity and take concrete actions to address systemic inequities—every day. Each one of us has an opportunity to leverage Juneteenth as a way to honor those who have come before us—and to build a better future for all Americans. Editorial StandardsReprints & Permissions