s Matter movement, we’ve seen a huge number of brands that want to collaborate with [First Nations] people,” Welcome to Country’s head of marketing and Palawa man Tim Sculthorpe said recently at Retail Fest.  Welcome to Country is a not-for-profit organisation that aims at addressing employment and economic development outcomes in the Aboriginal and Torres Strait Islander communities. “Heaps of people are trying to whitewash and benefit [from] First Nations people across the board.” Often, this is because business leaders haven’t actually done their research to understand the issues that First Nations’ people face, or simply want to show support without making changes within their own business. For example, last year lingerie brand Berlei was accused of cultural appropriation after it chose a design featuring Aboriginal symbols created by a non-Indigenous artist as one of the winners of a design competition.   Sculthorpe explained a number of ways Australian retailers can better support First Nations’ people, and ensure their collaborations go further than being just skin deep.  Acknowledge Country There are approximately 250 Aboriginal nations in Australia, each with its own customs, laws, and relationship with the country. An important part of Aboriginal Culture is performing an Acknowledgement of Country, or a Welcome to Country when people cross into another nation’s territory.  This is something that retailers can easily begin implementing onto their websites, advertising, and store signage. But, there are restrictions on who can do which. “Welcome to Country’s have been around since time immemorial,” Sculthorpe said.  “It’s always done by someone [Indigenous] who is from that particular land. On the other hand, anyone can do an Acknowledgement of Country – you just have to know who’s land you’re on, and pay respect to them. “That makes a big difference for us.” To find out more information on how and when to use an Acknowledgement of Country or Welcome to Country, visit the Reconciliation website. Support First Nations causes Beyond understanding where First Nations people come from, a brand can find ways to support causes that have a meaningful impact on their community. NAIDOC Week is an easy example, Sculthorpe said, as well as the conversation around a national apology and the campaign to change the date.  However, it’s important to look beyond these specific calendar dates. “One that people might not know is Indigenous Business Month, which has taken place in October since 2015, and is a whole month to celebrate Indigenous businesses, and there are awards that celebrate Black excellence,” Sculthorpe said.  One issue that is particularly relevant for businesses is to begin making strategic hiring decisions to employ First Nations people.  “We are about three times more likely to be unemployed than non-Aboriginal people, we don’t have the same pathways to success, we are less likely to get degrees and get educated, and have a lower life expectancy. We’re 3 per cent of the population, but 25 per cent of the prison population,” Sculthorpe said.  “One job in an Aboriginal community can create leaders and role models for that community, which can have a massive impact. It can also create more voices within a business, and you’ll get a more diverse company.” Take action, and empower the community Once a business has been able to determine the ways it can actually help First Nations people, it should take meaningful action to engage and empower that community. “Your brand should definitely have a Reconciliation Action Plan, but if it doesn’t, you can still do things to help the community,” Sculthorpe said.  “You can still host a Welcome to Country, or acknowledge the land you’re on. You can still support First Nations causes and support communities in need.” When a business is organising office Christmas gifts, it could buy from an Aboriginal producer, for example. Or, when planning a team-building exercise, have an Aboriginal experience instead. Indigenous businesses exist in most areas of the supply chain, from catering to tourism, so brands are able to look for ways they can integrate First Nations businesses into their own operations.