what is Land Acknowledgement & should you be doing it?
The practice of Land Acknowledgement in outward communication has become a topic that our clients, and the industry as a whole, are asking for clarity and direction. We reached out to several sources to get recommendations on what to consider when incorporating Land Acknowledgement.
What you will learn:
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Photo: Tara Kerzhner
thank you!
First, thank you to Jaime Martin, Executive Director of Governmental Affairs & Special Projects and her team at the Snoqualmie Indian Tribe, to Louie Gong, the founder of Eighth Generation, Monserrat Alvarez, Diversity, Equity, and Inclusion Manager for the American Mountain Guides Association, Dr. Nikoosh Carlo, CEO of CNC North Consulting, and Dr. Len Necefer, CEO and Founder at Natives Outdoors for contributions to this guide.
Update: Louie Gong is now retired from Eighth Generation. The new CEO of Eighth Generation is Colleen Echohawk. You can read about the update over at Crosscut.
what is Land Acknowledgement?
For those who are not familiar with Land Acknowledgement, here is a brief overview of the concept and practice.
“A Land Acknowledgement is a formal statement that recognizes and respects Indigenous Peoples as traditional stewards of this land and the enduring relationship that exists between Indigenous Peoples and their traditional territories,” as defined by Northwestern University.
More and more, governments, organizations, businesses, and individuals are adopting and helping us honor and respect the land on which we gather. Typically this begins with acknowledgement of the land and territory your brand is associated with, but it is only the start - it is important to remember that Land Acknowledgement should be seen as a part of a larger set of actions.
Here is an example from Fort Lewis College, in Verde’s hometown of Durango, Colorado. Their statement:
"We acknowledge the land that Fort Lewis College is situated upon is the ancestral land and territory of the Nuuchiu (Ute) people who were forcibly removed by the United States Government. We also acknowledge that this land is connected to the communal and ceremonial spaces of the Jicarilla Abache (Apache), Pueblos of New Mexico, Hopi Sinom (Hopi), and Diné (Navajo) Nations. It is important to acknowledge this setting because the narratives of the lands in this region have long been told from dominant perspectives, without full recognition of the original land stewards who continue to inhabit and connect with this land. Thank you for your attention and respect in acknowledging this important legacy.“
In the past few years, we have been seeing a growing movement for individuals, companies, and brands, to recognize the lands in which they do business and recreate. More and more companies and their employees are asking if Land Acknowledgement is right for them. Practicing more thoughtfulness among our fellow outdoor enthusiasts by recognizing ancestral lands seems like a simple gesture one can participate in, but in all actuality, Land Acknowledgement and working with Tribes and influencers in an authentic way requires one to understand this topic much deeper and to commit to action.
Here is an example of a statement on Land Acknowledgement and the actions the University of Rhode Island is taking around its past. The speaker, Sunshine Menezes, opens the 2021 Inclusive SciComm Symposium with their statement:
Dr. Liboiron's statements: at 7:28 minute mark of the presentation
what can you do personally?
As Dr. Nikoosh Carlo, CEO of CNC North Consulting, discusses how acknowledging Indigenous land is the first step in taking better care of it is her OpEd in the Grist. Acknowledging and learning more about the land you are on, the people who care(d) for it, and how our actions are impacting the land and climate and important lessons to learn and incorporate into your daily life.
COVID has exacerbated already taxed lands. With so many new people recreating, stewardship of the lands becomes even more important for the novice and experienced hikers, skiers, anglers and hunters, bikers and more. The current state of the world provides us each with an opportunity to educate ourselves, and our friends and colleagues, about being exceptional caretakers of the land. We need to treat the land with respect and mindfulness and learn about the history of the land, whether you are on Tribal land or not.
To help lead and educate land users, the Snoqualmie Tribe launched the Snoqualmie Tribe Ancestral Lands Movement to spearhead efforts to protect the land and environment we love and connect with. Its mission is to:
“Spread awareness of the Snoqualmie people who have lived in the southern Salish Sea region since time immemorial and share the significance of these lands and provide information on how people can help the Tribe in respecting, restoring, and protecting these lands.”
Below is a summary of the key points around the Snoqualmie Tribe Ancestral Lands Movement. These are a good starting point, but it's important to remember that there is not one unified Tribal perspective. We recommend researching your local area and Tribal Lands to gain more information and knowledge around the land you are recreating on.
Key points:
Treat lands with the respect they deserve.
Commit to experience the lands in a way that is centered in mindfulness, rather than conquest.
Learn more about the Snoqualmie Tribe (and/or your local Tribe) and its history and deep connection to these lands, and support the work the Tribe does today to continue stewarding these lands.
Acknowledge that you are recreating on Snoqualmie ancestral lands through both written acknowledgement and through practice.
Help the Tribe spread its message by encouraging others to learn more and practice Land Acknowledgement both on and off the trails.
Individuals can take their pledge to #recreatedresponsibly. To date, over 45,000 people have signed.
brand considerations - should companies participate in Land Acknowledgement?
For companies and brands, adding a Land Acknowledgement statement to your site and reading a statement before your events might give you warm fuzzy feelings, but Land Acknowledgement is more than just checking a box. Having a statement alone may be seen as performative and profit-motivated. Your brand’s statement is a jumping-off point to facilitate action and create a positive impact in your community and the land.
As Monserrat Alvarez, Diversity, Equity, and Inclusion Manager for the American Mountain Guides Association (AMGA), advises, a Land Acknowledgement provides a moment for your company or brand to recognize that you are where you work because of the forced displacement of Indigenous people. She also states that since the larger system, i.e. governments, municipalities, etc. will not take responsibility for their harm, it is up to companies, organizations, brands, and individuals to do so.
To approach this from a more holistic perspective, start by doing your research and asking yourself why and how you want to authentically acknowledge the land being used. Work hand-in-hand with an expert on this topic to develop a program that aligns with your goals, honors the land, and the community. Be prepared to support your program with content, compensation, and accountability updates throughout the year.
Land Acknowledgement might not be the right fit for every brand, before adding this to your communications make sure you are ready to commit to doing the additional work needed. Oftentimes, brands will start these programs, receive poor engagement, and be seen as co-opting the movement. While friction is part of the process, taking a holistic approach is the best way to contribute positively, backing up statements with additional action.
Photo: Tara Kerzhner
engaging locally with tribes
Start by researching your local Tribes and the land in your area. Keep in mind that different Tribes have different beliefs and practices, navigating this nuance is an important step to contributing positively. Creating a relationship with your local Tribes is the first step towards establishing an ongoing relationship. Understand what their priorities are and how you can help support those goals. Approach the relationship with a clear understanding that the knowledge your brand can gain is valuable and you should be prepared to compensate them for their time and training.
Article: Top Ten Considerations When Engaging with American Indian Tribes
what are the limitations of Land Acknowledgement?
As we’ve discussed, Land Acknowledgment is just one tool in acknowledging the interplay of Indigenous people and the outdoors. This means the practices comes with limitations. With these complex issues it is important to keep this greater context. Native communities are not homogenous and have differing views on the practice. Learning more about these and taking in different perspectives can help you and your brand to put forward your best effort. There is ample reading to both how Land Acknowledgment can be a hollow or performative practice, and to the nuance of the practice.
These discussions are important in connecting back to “why are we doing Land Acknowledgement” which ties closely to the legal rights, treaties, and citizenship that Native people have. While acknowledging identity and race is important as the outdoor industry seeks to be more inclusive, we must also be aware of the related politics. Native peoples are a political class, which is especially important when it comes to public lands. In practice, this means that Native people are citizens of two nations, with that comes rights to public lands. At their core tribes are governments, not racial classifications. So, these conversations are both about identity and understanding how recreation interfacing with public lands for which tribes have legal rights. So, while the outdoor industry may tend to look at Land Acknowledgement through a more traditional DEI perspective, there is a more political and legal perspective as well.
product collaborations with Native Artists and businesses
When doing collaborations, an ongoing relationship with your brand is the key. Louie Gong, the founder of Eighth Generation, which is the fastest-growing Native-owned business in the country right now, is working to create opportunities for brands with his company and with Native artists and launched the Decolonized Partnership Model.
This is the gold standard for how larger companies collaborate with Indigenous cultural artists and entrepreneurs. Proven effective through 100s of collaborative projects, the model disrupts exploitative business practices carried forward from times of extreme power imbalances by promoting true ethical partnerships — culturally responsive, sustainable, and mutually beneficial.
Its core principles include: Artist Ownership, Compensation, Participation in Retail Sales, Access to Industry Knowledge, and Control Over Storytelling.
Taking Native art, patterns, and words/names to be used in a product is considered disrespectful, working with an organization like Eighth Generation can provide a conduit to these artists in a more respectful manner. Louie tells us he established this to take control of the narrative and brands who were trespassing on the culture. They wanted to turn these instances into a positive to work with Native artists to design and develop products.
Having ongoing relationships with Native artists, Tribes, and Native businesses helps avoid tokenism and siloing one-off collabs within the space. If your brand is interested in working with 8th Generation, feel free to reach out to Louie and his team.
using ancestral names and Land Acknowledgments on social media
You may have seen people and brands on social media use the ancestral names of mountains. We have had several clients and ambassadors reach out to discuss how to approach this topic. Oftentimes, peaks and ranges have different names from different Tribes; even with best of intentions, using a name found on Google may provide incomplete or inaccurate results. Having a genuine connection with a Tribe is a good place to start. However, it is also important to recognize that Tribes may not be willing to share or might not have this information available publicly. In these cases, fall back on why you are taking this action and the rest of your toolkit, of which Land Acknowledgment is a part.
For example, the common ancestral name of Mt. Rainier in Washington State is “Tahoma” or “təqʷuʔməʔ”.
From an interview on KIRO 7, in Seattle:
“Təqʷuʔməʔ means the mother of all waters in one translation,” said Brandon Reynon, the historic preservation officer for the Puyallup Tribe. Reynon said while the Puyallup Tribe and most Tribes around the [Puget] Sound call the mountain “təqʷuʔməʔ” (pronounced “Taquoma”), most Tribes near Yakima pronounce the word “Tahoma.”
Land Acknowledgements on social media has been a hot topic for debate and there is no singular view on the topic. Using these names as a brand or individual can be performative if there is not additional action, intent, and partnership behind the use. As we referenced earlier, Land Acknowledgement is about changing your mindset of the land. It is NOT about conquering the mountain, how fast you go, how much vertical you can get, it IS about being mindful and how you are connecting with the land.
This practice is about connecting and acknowledging and the first step in taking better care of it. So before you post a picture of yourself summiting a mountain, remember to be cognizant of how you are tagging and naming places, the words you choose to use about “your” summit, and do your research. Ask yourself why you are doing this? Who is it helping? What else are you doing? If you don’t have good answers to these questions, it's time to step back, educate yourself, and create a plan.
ongoing educational efforts about land & naming
Naming and lands is an ongoing effort. Tribes are working on adding Tribals layers onto mapping programs, placing naming placards and recordings, and reclaiming perspectives. If you and your company can help assist these efforts, we recommend contacting your local Tribe and start establishing a relationship with them and find out their needs and wants.
When doing this work, ask yourself and your brand if what you are doing is performative or perfunctory AND whether your actions could be construed as such, or are you establishing a local, meaningful, and ongoing opportunity to work with people in your community and the land to benefit everyone involved for the right reasons? Taking authentic steps of action are important when starting to do this work.
Examples of Land Acknowledgement & Naming In the Outdoor Industry
Palisade Tahoe
A recent example of a brand and Tribe working together comes from the Olympic Valley near Lake Tahoe, California. The formerly named Squaw Valley Alpine Meadows ski resort in Lake Tahoe was renamed Palisades Tahoe to address an issue around the word “squaw”. The word “squaw” came to be used as a derogatory and racist term against Native American women. Native American communities across the country have been working for years to have this term removed from place names in their ancestral lands.
In a statement from Tribal Chairman Serrell Smokey, “The Washoe People have lived in the area for thousands of years; we have great reverence for our ancestors, history and lands. We are very pleased with this decision; today is a day that many have worked towards for decades. The Washoe Tribal Council recognizes the significance of the name change and on behalf of the Washoe people expresses its great appreciation for this positive step forward.”
The team at Palisades Tahoe started the process by establishing a relationship with the Washoe Tribe of Nevada and California and plan to continue to work together in various projects in and around the Olympic Valley. You can learn more about the new name and history here.
America Mountain Guides Association (AMGA):
The AMGA is in the beginning stages of education on the importance of Land Acknowledgements and encouraging best practices, such as making statements about whose land one is recreating on at the beginning of each guiding session. However, the organization has taken steps to address and uplift diversity, equity, and inclusion (DEI) within its walls, as well as in the guiding industry in general.
One example of how the AMGA is working towards increasing DEI within their organization is by establishing a formal DEI committee that is made up of staff, board members, AMGA members, and experts. This committee advises and directs DEI initiatives at the AMGA. Another example is the DEI training that employees and stakeholders go through at the annual AMGA meeting.
Some ways the AMGA is working to broaden diversity, equity, and inclusion within the guiding and climbing industry in general include establishing affinity based programming, increasing Mountain Guide Program scholarships for underrepresented communities, and partnering with community organizations to create programs geared towards diverse populations.
in summary
By now, you should understand that there is a great deal of nuance involved in Land Acknowledgement. This should not dissuade you and your brand from doing this work and choosing whether the practice is right for you, but instead, it should be a reminder that these efforts for inclusivity and acknowledgment are not simple business problems but long standing movements. Your brand can be a positive contributor to these efforts, but you need to approach with a learning mentality and a holistic approach. Simply adding land acknowledgments to social media posts alone is not a complete strategy for Indigenous acknowledgment and inclusion. So consider what the larger approach and toolkit can look like for your brand - engage locally, build understanding and relationships that can help your brand to make meaningful actions.
If you have more questions, do not hesitate to reach out to us at Verde. We are happy to field further questions on the topic and connect you with an individual or group that can support your efforts in your local community.
Please contact us for more information.