Social MediaHow Manufacturers Can Assist Indigenous Communities on Social—the Proper...

How Manufacturers Can Assist Indigenous Communities on Social—the Proper Manner


There’s a rising curiosity amongst companies, massive and small, so as to add their voices to the nationwide acknowledgment of the trauma inflicted upon Indigenous kids at Canada’s Indian Residential Faculties.

This was amplified in 2021 with the placement of practically a thousand unmarked graves at websites of the now-shuttered establishments—and we all know 1000’s extra have but to be found.

On Nationwide Day for Reality and Reconciliation, it’s essential for Indigenous individuals (and, frankly, for non-Indigenous individuals) to see companies and types honour those that misplaced their lives by way of the 165-year program of assimilation.

It’s additionally essential for us as Indigenous individuals to see them pay tribute to those that survived their years on the infamous faculties.

However deploying the hashtag #TruthAndReconciliation or #EveryChildMatters is usually a dangerous endeavor. There are lots of methods to make a well-meaning blunder that can immediate eye rolls all through Indigenous Canada or, worse, to by chance submit one thing that’s outright offensive.

That’s why I wrote this weblog submit. I’m a Métis girl and lawyer who has been the CEO of the Native Ladies’s Affiliation of Canada (NWAC), the biggest group representing Indigenous girls in Canada, since 2017.

I, and different Indigenous girls who observe social media, brace ourselves as September 30 rolls round, ready for the inevitable ham-fisted try by non-Indigenous actors to be a part of the commemoration.

Please don’t misunderstand. We need you to be there with us as we grieve and as we bear in mind and as we honour. We simply need you to take action respectfully. So listed here are some tips.

What’s the Nationwide Day for Reality and Reconciliation? How is it completely different from Orange Shirt Day? And what ought to we name it on social media?

The Nationwide Day for Reality and Reconciliation was declared by the Canadian authorities in 2021, after the graves had been discovered at Indian Residential Faculties.

(Please be aware: “Indian Residential Faculties” is the official identify for the colleges and a assemble of the colonial mindset of 19th Century Canada. In some other context, the phrase Indian is extraordinarily offensive when used to consult with the Indigenous individuals of Turtle Island.)

Nationwide Day for Reality and Reconciliation is a day for honouring the victims and celebrating the survivors of the colleges. And it’s a federal statutory vacation, so it applies to all federally regulated workplaces. Nevertheless it’s been left to provinces and territories to decide on whether or not it’s marked inside their very own jurisdictions.

We be aware that it took Canada’s federal Liberal authorities (which got here to energy in 2015 promising to behave on all 94 Calls to Motion of the Reality and Reconciliation Fee) practically seven years to fulfill the comparatively easy Name Quantity 80. It urged the creation of the vacation “to make sure that public commemoration of the historical past and legacy of residential faculties stays a significant element of the reconciliation course of.”

There isn’t a doubt that the invention of the graves—which the Reality and Reconciliation report mentioned can be discovered if an effort was made to search for them—bolstered public help for such a day.

September 30 needs to be regarded as our Remembrance Day, and it needs to be referred to by its official identify: the Nationwide Day for Reality and Reconciliation. Some other identify fails to speak the sombreness of the event, simply because it minimizes Remembrance Day to name it Poppy Day.

September 30 can also be Orange Shirt Day, reminding us of the day in 1973 when six-year-old Phyllis Webstad from the Stswecem’c Xgat’tem First Nation arrived on the St. Joseph Mission Residential Faculty, simply exterior Williams Lake, B.C.

She was carrying a vibrant orange shirt her grandmother purchased her to match her pleasure for her first day of faculty. However the shirt was instantly taken from her by college authorities and by no means returned—an occasion that marked the start of the yr of atrocities and torment she skilled on the establishment.

We put on orange shirts on September 30 as a reminder of the traumas inflicted by residential faculties. If you happen to’re particularly referring to Phyllis’ story on social media, then it’s acceptable to name it Orange Shirt Day.

However the vacation is the Nationwide Day for Reality and Reconciliation, and needs to be known as such.

What phrases do you have to use if you consult with Indigenous individuals? (Terminology 101)

Talking of terminology, when is it acceptable to consult with somebody as First Nations, Métis, or Inuit, and when is it acceptable to consult with somebody as Indigenous?

First up, right here’s what these completely different phrases really imply:

  • First Nations: The most important Indigenous group in Canada, these are members of the 634 First Nations unfold throughout the nation
  • Métis: A definite group of people that have an ancestral connection to a bunch of French Canadian merchants and Indigenous girls who settled within the Pink River Valley of Manitoba and the Prairies
  • Inuit: The Indigenous individuals of the Arctic and sub-Arctic areas
  • Indigenous: The First Peoples of North America whose ancestors had been right here earlier than the arrival of the Europeans

Subsequent, the place to make use of them: It’s all the time finest to be as particular as you presumably can when describing us on social media.

Right here’s a fast reference on one of the best ways to consult with Indigenous people:

  1. Reference the individual’s particular first nation and its location
  2. Reference the individual’s nation and ethno-cultural group
  3. Reference their ethno-cultural group
  4. Discuss with them as First Nations, Mètis, or Inuit
  5. Discuss with the individual as Indigenous

So, if somebody is a Cree from the Cree First Nation of Waswanipi, say that. Second finest can be to name them a Waswanipi Cree. Third finest can be to name them a Cree. Fourth finest can be to name them a First Nations member.

And fifth finest can be to name them Indigenous, which is a catch-all phrase that features all First Nations, Métis, and Inuit. Nevertheless it additionally consists of all Indigenous individuals around the globe. The Māori of New Zealand are Indigenous.

Saying somebody is Indigenous is like calling a Chinese language individual Asian. It’s true. Nevertheless it misses a whole lot of element.

If you happen to don’t know the way finest to explain somebody, ask us. Preferences fluctuate from particular person to particular person.

However please, although my group is named the Native Ladies’s Affiliation of Canada, which is a holdover from a a lot earlier time (NWAC was fashioned in 1974), please don’t name Indigenous individuals ‘native.’

What position ought to manufacturers play on social media on September 30?

At NWAC, our hashtag for the Nationwide Day for Reality and Reconciliation is #RememberHonourAct. We predict these are good tips for everybody—people and companies alike—on September 30 and, certainly, year-round.

Keep in mind the survivors of the residential faculties, honour them, and act to strengthen the connection between Indigenous and non-Indigenous individuals.

If yours is a neighborhood enterprise, pay tribute to the Indigenous individuals in your space. Acknowledge their conventional territory. Acknowledge that your operations are going down on the land that they’ve shared with you, and that you just and your staff are benefitting from that.

In case you are a nationwide model, flip the highlight again on the First Nations communities. Spotlight the achievements and the contributions that First Nations individuals have made to Canadian prosperity.

Sure, September 30 is a sombre day of remembrance. However we don’t need pity. We would like acknowledgments of previous wrongs and guarantees that they won’t be repeated, however we additionally wish to embrace the promise of a greater future by which Indigenous individuals can take pleasure in affluent and completely satisfied lives freed from historic trauma.

Are there different notable days for manufacturers to remember for Indigenous individuals?


There are different sombre days.

Lower than per week after the Nationwide Day for Reality and Reconciliation, Indigenous girls throughout Canada will collect at Sisters in Spirit Vigils to honour the ladies, women, and gender-diverse individuals who have misplaced their lives within the ongoing genocide that targets us for violence. That is an annual occasion created to provide help and luxury to the households and mates who’ve been left to mourn their family members.

On February 14, Valentine’s Day, annual Ladies’s Memorial Marches are held in cities and cities throughout Canada and america. They too are supposed to honour Indigenous girls and women who’ve been murdered or who’ve gone lacking.

And on Could 5, we mark Pink Costume Day, a day on which purple attire are hung in home windows and in public areas round Canada, once more to honour the lacking and murdered Indigenous girls and women.

However there are additionally joyous events.

Though there may be not a selected date put aside, summer time is the time for gathering. It’s powwow season. Fall is the time that we historically rejoice within the bounty of the hunt.

On June 21, the Summer time Solstice, we have a good time Nationwide Indigenous Peoples Day. This can be a day for rejoicing in our heritage, our various cultures, and the contributions that Indigenous persons are making to the advanced cloth of Canadian life.

What social media errors do manufacturers make on September 30?

Probably the most egregious examples of name behaviour across the Nationwide Day for Reality and Reconciliation are makes an attempt to monetize our ache for monetary acquire.

If you happen to personal a clothes firm, please don’t print a batch of orange shirts and promote them for revenue. And don’t promote the gross sales of your shirts on social media. This occurs yearly and it’s offensive within the excessive.

Alternatively, printing and promoting orange shirts after which turning the earnings over to Indigenous causes is an excellent gesture of help.

And it’s not simply the small manufacturers which can be doing this. Walmart, as an example, guarantees to donate 100% of the earnings from its Each Youngster Issues t-shirts, which have been designed by an Indigenous artist, to the Orange Shirt Society.

screenshot of a post about Orange Shirt Day from Walmart Canada

Be the model that does one thing like that.

In your entire social media posts, be conscious that that is our historical past. Each Indigenous individual in Canada has been touched by the residential college expertise, whether or not or not we or our ancestors attended one of many establishments. Be conscious of the traumas that may be delivered to the fore with a inconsiderate twist of phrases.

And once more, Indigenous persons are at a spot the place we don’t want or need pity. We’d like individuals to have a good time our accomplishments. We have to really feel a part of a society that’s keen to incorporate us.

What alternatives are there for intersections between Indigenous individuals and different social actions?

In a easy phrase: heaps.

If there’s a social justice problem being championed—whether or not that’s Pleasure within the gender-diverse group, or local weather justice, or prisoners’ rights, or racial equality—you’ll discover Indigenous individuals on the forefront.

My group is an instance of that. We’ve entire models of employees engaged on all of these issues.

Attain out to us, or different nationwide Indigenous organizations (we listing just a few afterward), to ask about methods you may get concerned, initiatives you possibly can promote, and causes you possibly can stand behind.

This can be a prime alternative to collaborate with Indigenous creators who’re passionate concerning the bigger social problem at hand.

How can manufacturers work with Indigenous content material creators?

Discover them and ask them. There are lots on the market. Any search engine will rapidly flip up lots of of names of Indigenous content material creators and influencers, and lots of might be desirous to collaborate with you.

Listed here are some examples of locations to look:

What Indigenous organizations can manufacturers help or companion with?

A lot of the Nationwide Indigenous Organizations are searching for companions. We, at NWAC, have terrific partnerships with manufacturers like Sephora, Hootsuite, and TikTok.


Purposes for the TikTok Accelerator for Indigenous Creators at the moment are open! Indigenous creators, apply by September 15 💫

♬ unique sound – TikTok Canada

However there are additionally smaller teams on the market who can be delighted to listen to from you.

One instance that instantly springs to thoughts is Mission Forest in Alberta which is working in partnership with Indigenous communities to revive sacred lands in order that medicinal vegetation and native species will thrive once more in First Nations communities.

There may be additionally a variety of organizations which can be working tirelessly to enhance the lives of the First Nations, Métis, and Inuit.

I might level to the First Nations Youngster and Household Caring Society of Canada, Susan Aglukark’s Arctic Rose Basis, The Martin Household Initiative, or the Indian Residential Faculty Survivors Society.

These are only a few. And naturally, there may be NWAC—we work tirelessly for the well-being of Indigenous girls, women, Two-Spirit and gender-diverse individuals.

What are some examples of manufacturers which can be supporting and/or highlighting Indigenous communities the precise method?

Many manufacturers are doing issues proper. I’ll once more point out magnificence firm Sephora partnered with the NWAC to run a roundtable on Indigenous magnificence to seek out out the place they may enhance. They usually’ve acted on their learnings.

TikTok, likewise, has taken the time to achieve out to us to ask for steerage on find out how to get engaged with Indigenous individuals and communities. And, over the previous few years, we have now labored carefully with Hootsuite, offering recommendation and knowledge.

However others are additionally making nice strides.

I might level to the Nationwide Hockey League which has been unreservedly vocal in denouncing the racism directed at Indigenous hockey gamers. The Calgary Flames opened their season with a land acknowledgement.

This could not have occurred 10, or possibly even 5, years in the past. However society is altering, company behaviour is altering, the world is altering. And social media has had, and may have, a lot to do with that.


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