The U.S. Business Lesson Hidden in Juneteenth
What foreign professionals need to know about Juneteenth, and why it offers an important lesson for anyone doing business in the United States.
If you work with Americans, understanding Juneteenth is important.
Not because everyone celebrates it in the same way. Quite the opposite.
One of the biggest mistakes foreign professionals make is assuming that Americans think alike. They don't. Juneteenth is a good example of why that assumption can lead to misunderstandings, missed opportunities, and weaker business relationships.
What Is Juneteenth?
Juneteenth is observed annually on June 19. The name is a contraction of June and nineteenth.
The holiday commemorates June 19, 1865, when the enslaved African Americans in Galveston, Texas, learned of their freedom, more than two years after President Abraham Lincoln signed the Emancipation Proclamation abolishing slavery.
In 2021, Juneteenth became a U.S. federal holiday.
For many Americans, Juneteenth is a day to reflect on freedom, history, and progress.
How Is Juneteenth Celebrated?
Juneteenth celebrations often include:
Family gatherings and cookouts
Community festivals and parades
Music and cultural events
Educational programs and historical commemorations
Local community celebrations
At the same time, observance varies significantly across the United States.
Some organizations close completely. Others give employees the day off. Some acknowledge the holiday internally while remaining open for business. Others treat it much like any other workday.
This variation is important for international professionals to understand.
What Juneteenth Means for Foreign Professionals Doing Business in the U.S.
Because Juneteenth is a federal holiday:
U.S. government offices are closed
Banks are closed
U.S. stock markets are closed
Beyond that, company practices vary.
What Should You Say to American Colleagues on Juneteenth?
Many international professionals wonder whether they should acknowledge the holiday.
The answer depends on context.
Unlike holidays such as Thanksgiving or Independence Day, Juneteenth is observed differently across regions, organizations, and communities.
If you know your counterpart observes the holiday, a simple message such as:
"Wishing you a meaningful Juneteenth holiday."
is entirely appropriate.
If you are unsure, it is perfectly acceptable to focus on business rather than holiday greetings.
As with many aspects of American business culture, context matters.
The Bigger Lesson: America Is Not One Culture
The real business lesson hidden in Juneteenth has little to do with the holiday itself.
It is a reminder that the United States is not one culture.
Regional differences, industry norms, company cultures, political perspectives, and individual experiences all influence how Americans communicate, make decisions, build relationships, and view the world.
Successful international professionals understand this. They avoid assumptions and pay attention to context.
Whether you are navigating a holiday, negotiating a contract, pitching an investor, leading a multicultural team, or building relationships with American clients, cultural awareness is often the difference between simply operating in the U.S. and succeeding there.
Need Help Understanding American Business Culture?
Many of the challenges international professionals face in the United States have little to do with language and everything to do with culture: communication styles, leadership expectations, decision-making processes, relationship building, and unwritten business norms.
If you are expanding into the U.S., managing American colleagues, or working with American clients and partners, I can help.
Contact me to learn how to communicate more effectively, build trust faster, and achieve better results when working with Americans.
About me
Annette van der Feltz is the founder of Dutch American Connection and The American Culture Code. For more than 15 years, she has helped international professionals, leaders, and companies successfully navigate American business culture and build stronger relationships with U.S. clients, colleagues, investors, and partners.
Let’s talk.
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