7 Companies That Celebrate Juneteenth and Inspire Action

With Juneteenth right around the corner, you have an opportunity to engage employees meaningfully while standing for something bigger. 

Juneteenth is a time to reflect on the fight against slavery and celebrate the cultural contributions of the African American community. 

Let’s take a closer look at six companies that celebrate Juneteenth in ways that inspire real action. From meaningful campaigns to thoughtful initiatives, these examples can spark ideas for how you can honor the day with your team and make a difference together.

💡 Did you know? Juneteenth has often been called "America's second Independence Day," and while the first federal legislation to recognize Juneteenth was introduced in 1996, it became an official federal holiday in 2021.

7 Examples of Companies That Celebrate Juneteenth

These organizations have gone beyond symbolic gestures and have engaged in meaningful community outreach initiatives and powerful social media movements to celebrate and recognize Juneteenth in their workplaces.

1. Target’s Juneteenth Campaign 

Juneteenth takes on additional significance in this moment [for racial justice]. Moving now to recognize it on an annual basis—as a day to celebrate, further educate ourselves or connect with our communities—is one more important action Target can take as a company to help the country live up to the ideal of moving forward in a new way.
– Brian Cornell, CEO at Target.

Target stands out as one of the leading companies that celebrate Juneteenth by taking meaningful action and delivering lasting impact. Here’s how they’re making a difference:

• Target’s REACH (Racial Equity Action and Change) committee drives lasting impact focused on Black team members, guests, communities, and public policy.
  
• The company pledged to spend $2 billion with Black-owned businesses by the end of 2025, expanding product assortment and supplier diversity.
• In 2021, Target and its Foundation committed $100 million through 2025 to support Black-led organizations and economic prosperity in Black communities nationwide.
• In 2022, Target launched the Roundel Media Fund, pledging $25 million in paid media by 2025 to amplify Black, Indigenous, and people of color (BIPOC) brands and offset marketing costs.
• Target has increased media spend with Black-owned media partners fourfold since 2020 and doubled partnerships, including multiyear deals with REVOLT, ESSENCE, and Black Love.

2. Mastercard

‍This is a time for action. We have an obligation as corporate citizens to ensure the digital economy is enabled for all, an obligation to be part of the positive change Black communities so rightly need now. We are starting in cities across the country with on-the-ground efforts meant to drive out inequities and create the opportunities, connections and resources that will spark economic growth for the long term.
‍- Ajay Banga, CEO at Mastercard.

Mastercard is a standout example of a company that celebrates Juneteenth with mission-driven initiatives extending well beyond a single day.

• Mastercard annually observes Juneteenth as the “Mastercard Day of Solidarity,” encouraging employees to dedicate the day to service, learning, and reflection on racial justice and equity.
  
• The company has committed $500 million through 2025 to address the racial wealth and opportunity gap for Black communities and businesses in the U.S., supporting financial inclusion, entrepreneurship, and digital access.
  
• Mastercard collaborates with over 200 U.S. cities to provide at least 1 million residents with access to essential financial tools, digital resources, and aid disbursements, helping bridge the digital divide and support underserved communities.
  
• Globally, Mastercard surpassed its goal of bringing 500 million financially excluded individuals into the digital economy and raised its target to 1 billion by 2025, with a concentrated focus on supporting Black-owned businesses and communities through these broader financial inclusion efforts.

If you’re looking to follow the lead of companies that observe Juneteenth like Mastercard and Target, the time to act is now! Here are some impactful Juneteenth volunteer opportunities for your team. If you are thinking of organizing something similar, Goodera can take care of everything for you, from planning, executing, and hosting to logistics and post-event support, so you and your team can focus on creating a difference. 

3. Microsoft’s Juneteenth Celebration

Our approach [for Juneteenth] is not to offer a vacation day; but instead to create time and space for employees to better understand critical topics related to race, ethnicity and racial injustice. Recognizing this day with intention allows us to stay connected to the many challenges unresolved, violence unaddressed, and inequities unchanged for the Black and African American community worldwide.
– Lindsay-Rae McIntyre, Chief Diversity Officer at Microsoft.

When discussing companies that celebrate Juneteenth with genuine commitment, Microsoft stands out for its multifaceted approach that extends beyond mere acknowledgment. It is a big supporter of racial justice, having invested $150 million to support purpose-driven workplaces and double the number of BIPOC and Hispanic/Latinx leadership representation in the US by 2025. 

Here are some impact stories from Microsoft’s Juneteenth celebrations:

• Day of Reflection and Learning: Microsoft designates Juneteenth as a "day of listening, learning, and engagement," encouraging employees to cancel meetings and dedicate time to self-education and meaningful conversations. This initiative underscores the company's dedication to fostering an informed and inclusive workplace culture.
  
• Significant Financial Commitments: Microsoft has pledged an incremental $500 million to double its spending with Black and African American-owned suppliers, achieving over 90% of this goal. Additionally, the company invested $100 million in the Mission-Driven Bank Fund, aiming to support underserved communities, including Black populations.
  
• Black Partner Growth Initiative: Through this program, Microsoft allocates $70 million to assist Black and African American-owned partners, providing resources and support to help their businesses thrive.
  
• Employee Engagement in Philanthropy: In 2024, over 61,000 Microsoft employees volunteered more than 1.2 million hours, contributing $255 million (inclusive of company match) to over 36,000 nonprofits. This reflects a corporate culture that encourages active participation in community support.

Microsoft's comprehensive initiatives exemplify how companies that celebrate Juneteenth can integrate meaningful actions into their corporate ethos, fostering both internal awareness and external impact.

4. Nike

When we say that Black Lives Matter, it applies to the world outside of Nike and, importantly, it applies to our Black teammates within Nike. Simply put, we need to hold ourselves to a high standard given the heritage of our company and our brand
- John Donahoe, CEO at Nike.

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Nike is another company that has made significant strides in making a strong impact on communities by observing Juneteenth:

• Nike and the Jordan Brand have committed a joint $100 million over 10 years (2020–2030) to support organizations advancing racial equality, social justice, and greater access to education for Black communities.
• Nike continues its pledge of $5 million annually through the NikeUNITED Networks to support nonprofits focused on Black communities and social justice.
• In 2023, the Jordan Brand awarded $2.3 million in Community Grants to 48 grassroots organizations in the U.S., marking Michael Jordan’s 60th birthday and advancing equitable futures for Black people.
• Nike has invested $4.7 million cumulatively (as of FY23) in Historically Black Colleges and Universities (HBCUs) and Hispanic-Serving Institutions (HSIs), progressing toward its $10 million target by 2025.
• Nike achieved 41% representation of U.S. racial and ethnic minorities in its corporate workforce by FY23, up 9 percentage points from its 2020 baseline, and maintains 100% pay equity across all employee levels.

5. Best Buy

‍For me, it [addressing racial injustice] starts with seeing the situation for what it is, acknowledging these experiences for what they are and, quite simply, apologizing for not doing enough. As important, it includes committing the company I lead down a path of systemic, permanent change in as many ways as we can find
- Corie Barry, CEO at Best Buy.

Best Buy works closely with its Black ERG to promote equitable opportunities within its organisation. They committed $44 million to support college readiness and career development opportunities for BIPOC students, 16 scholarships for HBCU (Historically Black Colleges and Universities) students, and increased scholarship funding for youth in the Teen Tech Center. Best Buy has also pledged to invest $1.2 billion by 2025 to empower emerging BIPOC businesses and entrepreneurs, in addition to $10 million in investments to support BIPOC-owned tech startups.

6. Adidas

While we have talked about the importance of inclusion, we must do more to create an environment in which all of our employees feel safe, heard, and have equal opportunity to advance their careers. As Adidas, we will create a lasting change, and we will do it now.
- Kasper Rorsted, CEO of Adidas.

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Let’s dive into the impact delivered by Adidas’ Juneteenth campaign:

• Adidas committed $120 million in the U.S. through 2025 to end racism and support Black communities, including investments in social justice, education, and business development.
  
• The ‘United Against Racism’ initiative, launched in 2020, drives systemic change in hiring, talent development, and community engagement, aiming for lasting racial equity within Adidas and its communities.‍
• Adidas set a target for at least 30% of all new U.S. positions to be filled by Black and LatinX candidates by 2025; as of 2023, 23% of new hires met this goal, showing strong progress toward the target.
• The company funds 50–55 university scholarships annually for Black and LatinX students in the U.S., supporting access to higher education and debt relief at HBCUs.
• Adidas launched programs like Close the Gap and The Cornerstone Initiative to mentor BIPOC-led social ventures, increase supplier diversity, and invest in Black- and LatinX-owned businesses in sportswear and fashion.

7. Starbucks' Juneteenth Campaigns

Here’s how Starbucks’ Juneteenth celebrations have empowered not only communities but also engaged employees in purposeful actions that drive real-world impact:

• ‍Starbucks made Juneteenth an official company holiday in 2020: Hourly employees who work on Juneteenth receive time-and-a-half pay; salaried partners required to work get a holiday in lieu of, and support partners have the day off with regular pay.
• The company encourages learning and reflection: Starbucks provides educational resources and opportunities for employees to pause and reflect on the significance of Juneteenth and Black history.
• Starbucks and the Schultz Family Foundation support diverse businesses: In 2023, the Schultz Family Foundation (established by Starbucks’ founder) committed $100 million to the Entrepreneurs Equity Fund, aiming to expand access to working capital for small and diverse-owned businesses, including Black-owned enterprises.
• Starbucks has a broader focus on equity and inclusion: Through company and foundation initiatives, Starbucks invests in pathways for marginalized communities, supporting entrepreneurship, job creation, and economic opportunity.

Juneteenth Campaign Ideas for Your Workplace

Companies must embrace Juneteenth's history and significance and strategize campaigns beyond mere symbolism to truly make an impact. 

Here are four insights from companies celebrating Juneteenth:

1. Amplify resources: Share educational resources on your website, social media platforms, and through employee communication channels to raise awareness about the history, culture, and significance of Juneteenth. Bonus points if all your resources are made by Black creators!
   For example, here’s a little trivia we created to spread awareness about the history and cultural significance of Black history.‍
2. Partner with nonprofits: Work with local nonprofits in your neighborhoods that work to support Black communities, and volunteer with them to advocate for their cause.
3. ‍Support Pride Charities: Donate some of your profits to Black charities for Juneteenth to celebrate the cause and show your brand's commitment to social responsibility.
4. Host Virtual Events: Plan virtual events such as a concert, panel discussion, or film screening to celebrate Juneteenth and raise awareness about its significance with your employees.

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Need more ideas? Head over to our Guide to Celebrate Juneteenth at Work! This guide is jam-packed with resources, fun activities, and nonprofits you can support to commemorate the holiday at work.

By promoting acceptance, understanding, and meaningful connection, Juneteenth celebrations can make a lasting impact, not just within the African American community but across society as a whole. As we’ve seen from the examples of companies that observe Juneteenth, recognizing this important day creates space for reflection, education, and purposeful action in the workplace.

Having said that, do all companies observe Juneteenth? While the answer is no, there’s a growing movement of organizations choosing to honor the day thoughtfully, and you have the opportunity to join them.

Explore some pre-planned Juneteenth activities from Goodera to kickstart your Juneteenth campaign today.