From an Indigenous lens, cultural appreciation refers to the respectful engagement, understanding, and celebration of Indigenous cultural practices and traditions. It involves genuinely acknowledging and valuing the beauty, complexity, and resilience of Indigenous cultures without attempting to claim them as one's own.

As we move towards a more inclusive, sustainable, and prosperous future, it is important for marketers to recognize their role in supporting Truth and Reconciliation efforts. By taking meaningful actions, marketers can contribute to the healing and empowerment of Indigenous communities. In response to Call to Action #92 on Business and Reconciliation, here are 10 steps marketers can take to embark on this journey.

The essence of DEI initiatives lies in promoting equal opportunities, respecting diverse perspectives, and dismantling systemic barriers. Answering Call #92 not only aligns with these core values but also amplifies the Indigenous voice, rectifying historical injustices and laying the groundwork for reconciliation.

Let us collectively work towards a society where diversity, equity, inclusion, and reconciliation are not just buzzwords but concrete realities.

Connecting the journey of corporations to answer the Truth and Reconciliation Commission's Call #92 with the adoption of UNDRIP can provide an even greater catalyst for positive change and empowerment for Indigenous Peoples.

By embarking on this journey, corporations have a unique opportunity to build relationships, foster economic growth, and contribute to the healing and empowerment of Indigenous communities.

If only Indigenous people were embraced as partners, allies, and friends for the last 123 years; we would be in a country of vast shared social and economic prosperity. Had the strengths and knowledge of Indigenous people been valued, together we could have

The 94 Calls to Action aren’t meant to be all completed by one person or by one level of government. They are a series of calls to action that apply to various levels of governments and organizations. Call #92 is labelled ‘Business Reconciliation’ and applies to the business/corporate sector. 

Relationships are everything to my people. Relationships to the land, water, air, animals and to our two-legged friends guide so much of how we live and honour each day and everything we do.