In our previous post, we spoke briefly about how Conscious Leaders can and should listen to their stakeholders and adapt their business practices accordingly (check it out here).
This week on The Conscious Capitalists podcast, Timothy Henry and Raj Sisodia speak to a leader who’s been there and handled that with great sensitivity.
Bob Dalton, CEO and Founder of Sackcloth & Ashes, started his business in 2014 with the goal of giving back — for every blanket sold, one is donated to a local homeless shelter.
Initially, Bob chose blanket patterns offered by his manufacturing mills in Peru and Italy. However, in 2020, through collaborations with Native-run nonprofits and Native artists, he realized that three of these patterns—Arrow, Diamond, and Mojave—were culturally appropriative.
In a post in August 2020, he explained, “one of my most significant discoveries so far has been that our Arrow, Diamond, and Mojave patterns, being “Native-inspired,” represent cultural appropriation, which is keeping opportunities and resources from Native artists who have their own products with similar patterns—and for that, I apologize to the Native community.”
And he didn’t just stop with an apology.
He immediately discontinued the problematic patterns and donated 5% of the proceeds from the remaining stock to Native non-profit organizations. Additionally, he donated 5% of all past sales, totaling over $100,000.
In the podcast, Bob mentions, “that was a big part of our journey that really gave us a new opportunity for storytelling and doing things right.”
In October 2020, Sackcloth & Ashes introduced the Heritage Collection, featuring designs by Native American artist Lehi ThunderVoice Eagle. All proceeds from the collection went to the Sovereign Bodies Institute, which focuses on advancing knowledge about the impact of gender and sexual violence on Indigenous nations and communities, aiming to promote healing and liberation from these issues.
Today, the designs of Sackcloth & Ashes’ blankets in their Legacy and Seasons lines are not only works of art but also beautiful homages to Native American culture, created in collaboration with Native American artists.
This pivot from Bob and Sackcloth & Ashes is a good example of how to address an issue as important and sensitive as cultural appropriation.
If you’ve found yourself or your business inadvertently appropriating a community’s culture, here are five steps you can take to remedy the issue:
1 – Acknowledge the problem
It’s challenging to accept a mistake, especially when unintentional. Instead of getting defensive, listen to the community raising the issue. And we mean, really listen, and just with the intention of formulating a quick-fix PR response. Get to the bottom of why this issue is important to them, make them feel heard as you acknowledge the problem.
2 – Do some research
Understand the historical context, cultural implications, and reasons for dissatisfaction. You can do this by engaging in unbiased conversations with community members.
3 – Take immediate action
Bob discontinued problematic patterns and donated proceeds to Native American NGOs. Your response may differ, but it should be swift and intentional.
4 – Apologize!
A sincere apology can mend bridges. Clearly state the mistake, explain its impact, take accountability, apologize to those affected, and outline steps taken to rectify the issue.
5 – Get involved in the community
Bob’s collaborations with Native artists and prior involvement with Native American organizations showed genuine care. Your involvement should demonstrate your commitment to the community.
Bonus: Consider diversifying the members on your team to prevent issues like this from happening again. This is just one of the benefits of having wide ranges of cultures represented within your organization.
As Conscious Leaders, we must strive to create businesses that respect and uplift all cultures, ensuring our practices contribute positively to society. That includes handling issues like cultural appropriation with sensitivity and care.
If you’d like more insights from Bob on how he stays on top of his consciousness even after a decade in business, check out his full podcast episode here ->