Why are we having to defend our identity?

By JORDAN PODUTI

As we move from National Reconciliation Week into NAIDOC Week, Australia will once again celebrate Aboriginal culture, businesses and achievements.

Yet behind the social media posts, acknowledgements and public commitments, many Aboriginal business owners continue to face a reality that is rarely discussed.

Simply promoting our businesses, sharing our culture or celebrating our success can attract an extraordinary level of scrutiny, hostility and racism that most business owners never have to consider.

Racist comments on social media are a real cause for concern.

Many Aboriginal business owners aren’t just competing for market share. They’re also defending their identity.

As a marketing and brand specialist, I have witnessed firsthand how Aboriginal-owned businesses can become targets for criticism simply for existing in public spaces.

What begins as a promotional campaign, a community initiative or a celebration of culture can quickly become a debate about identity, race and whether Aboriginal people deserve the opportunities they have worked hard to create.

The recent public discussion surrounding (comedian) Lisa Jane Spencer, pictured below,  highlights a broader issue that extends far beyond one individual or one incident.

It raises important questions about the environment Aboriginal entrepreneurs are expected to operate within and the role businesses play in either challenging or reinforcing that environment.

My thought piece explores the hidden burden many Aboriginal business owners carry, the difference between businesses that treat culture as a campaign and those that genuinely embed it into their values, and why true support for Aboriginal business requires more than a post during Reconciliation Week or NAIDOC Week.

• Jordan Poduti is a marketing strategist, creative director and Aboriginal entrepreneur passionate about helping brands build meaningful connections with their audiences.