As Americans prepare to celebrate Juneteenth for the third time since it became a federal holiday in 2021 ⁠— even as Black Americans have observed it for much longer ⁠— the meaning of the holiday has been increasingly questioned. Amid concerns that Juneteenth is being whitewashed or co-opted, the increasingly corporate nature of Juneteenth celebrations is becoming a cause for concern. How did we get to this point, and what are the dangers ⁠— and the opportunities ⁠— that come as businesses turn their attention to the newly recognized holiday?