Recently, Walmart got caught up trying to sell a "Juneteenth" inspired ice cream. The carton featured Black high-fiving hands, Pan-African colors, and an inspirational quote. Who asked for this?
Not us! The most disgusting part of it all is that the ice cream manufacturer, Balchem, applied to TRADEMARK "Juneteenth" in 2021! But none of this whitewashing is new.
White corporations have always tried to co-opt our holidays. Whites opposed Juneteenth, caused an uproar opposing MLK Day … and now companies hold annual sales on these holidays!
During Black History Month, big brands often launch products and Black "inspired campaigns." All they see is dollar signs.
And often, these launches are a huge fail! Like Adidas, who released a shoe during Black history month called "Ultraboost Uncaged." UNCAGED?
We know the truth. Since enslavement, they've profited off our bodies, and we can't let them continue to capitalize on our Blackness.
We don't need white corporations using Black holidays to market to us, and we don't have to fall for their performative allyship. We'll keep being Black, beautiful, and celebrating Juneteenth, as we always have – surrounded by Black joy and love.