Canada and its Indigenous Community

Canada is known for its amazing landscapes and its diverse population. Diversity is something worth celebrating, and that is exactly what the month of June is for. June is a celebration of Canada’s Indigenous Community. With events and festivals, Canada draws attention and educates its population about the significance of the Indigenous community and its history.

Marketing News Canada and The Indigenous Community

Marketing News Canada hosts guests from all different backgrounds of marketing. As an Indigenous man, Marketing News Canada host, Darian Kovacs, encourages diversity and inclusion in all aspects of business. Some Indigenous guests he has had on the show in the past include:

• The panel - featuring Coleman Pete (Flipboard), Sébastien Desnoyers-Picard (ITAC), Ben Borne (Mennonite Central Committee), Deanna Wampler (Indigenous Tourism BC), and Jeff Ward (Animikii Indigenous Technology)
• Tabatha Bull - CEO and President at the Canadian Council for Aboriginal Business
• Keith Henry - CEO of Indigenous Tourism Association of Canada

The Growth in Indigenous Businesses in Canada

In Business, the idea of diversity and inclusion is a more recently discussed topic and in recent years has gained a lot of attention in the media. With movements such as “Black Lives Matter,” other minority groups have also been highlighted in the media.

Tabatha is a team leader who is committed and passionate about equality. She is the President and CEO of the Canadian Council for Aboriginal Business. When Interviewed by Darian Kovacs, she mentioned that Aboriginal businesses are growing at a rapid rate, currently growing nine times faster than non-Indigenous businesses in Canada.

Keith is the CEO of the Indigenous Tourism Association of Canada. Keith sees the power of marketing when it is done right. He said that “as marketers, we have the ability to draw attention to the Indigenous Community in Canada and educate people about our ancestors.” Although we have a long way to go, Keith believes that ever since he stepped into his current position in 2015, he has seen substantial growth.

When the panel was discussing the growth of Indigenous businesses they said it has been rapid. They said growing up many of them often “white passed” because it was easier than speaking about and trying to educate employers on the Indigenous community. Deanna stated that the most stand-out moment to her as an Indigenous woman was the Sephora campaign that contained an Indigenous activist.

What Being Indigenous Means

Tabatha during her interview brought attention to the fact that she hates the term, “BIPOC.” She does not enjoy the idea of many races and cultures being grouped under one umbrella term. She Believes that individuality is something to be celebrated and acknowledged as there are too many cultures in the world to be placed into one acronym.

Keith states that being an Indigenous person is often emotional due to the history of it all. Working in tourism has presented him with the opportunity to see many different cultures and appreciate them all. He said he often becomes greatly overwhelmed visiting a place where significant events have taken place.
When the panel was speaking they brought attention to often feeling like the “token Indigenous person.”

Whenever people around them have questions regarding the community they tend to be the person they turn to. This is not a negative aspect of being Indigenous, panel member Ben said he enjoys this because it allows him to speak about his passion and educate people around him.

Moving forward

Tabatha is passionate about educating Canadians about the Indigenous community, she believes “that they can say nothing about us, without us.” That is why she is a committed and dedicated activist. She seeks change and ensures that people feel appreciated and involved in their communities.

Keith believes that the best way to become educated is by becoming involved in the community. By going out and travelling and visiting some of Canada’s Indigenous tourist destinations, so much information can be obtained. He stated that “you can spend a few days or a few hours exploring, and learn so much about the community.

“Hiring Indigenous creators and marketers for your business is a step in the right direction,” states Jeff from the panel. Having people who are part of the community is not only a way to diversify your business, it is a way to educate your staff and have consumers feel as if they are being represented. It is also a way to tell authentic stories from people who have lived these stories, says Coleman from the panel.

June is National Indigenous History Month. It is a time for all Canadians to reflect upon and learn the history, sacrifices, cultures, contributions, and strength of Indigenous peoples. Click here for more information on how to virtually celebrate this important month.

Written by Zaniah Friesen