Decolonising branding
Elma Glasgow ran a hugely thought-provoking workshop for Brandland in February 2023. Here are her thoughts on why brands need to take decolonisation seriously.
Decolonisation has been the realm of academics and heritage professionals for many years, but the need to dismantle the mindset and structures that are the root causes of huge imbalances across western society is vital.
Today’s society still operates on the inherited, ‘accepted’ perspectives and values from the British Empire. However, the link between colonialism and the huge problems we’re seeing is becoming better understood. So, it only makes sense that we dismantle these systems and behaviours to create a more equitable society, benefited more people.
As brands are so influential, decolonisation must apply to them too. The ethical case for this work is solid. As activist, Nikki Sanchez, said in her much-viewed TedX talk: ‘This history is not your fault, but it is absolutely your responsibility.’
But the business case is undeniable too. It’s very important to understand that consumers are increasingly becoming conscious of inequalities and are buying into brands which do not rely on colonial-inspired principles.
Decolonisation means being vulnerable and uncomfortable, as it involves challenging your own beliefs and processes and securing senior-level buy-in. Despite this, some brands are already deep in that process – and there are lessons others can learn.
We’ve already seen the National Trust and English Heritage invest in research and sharing stories of the Transatlantic Slave Trade connected to their buildings. In response they have received a lot of abuse – some extreme. Despite this opposition, they continue.
In fact, last year I joined the National Trust in response to press stories about attempts to halt this work by campaign group, Restore Trust. I have never considered joining the Trust before. Mainly because in the past, I haven’t had the time to visit its sites, but I also knew the stories of my enslaved ancestors would not be told despite the obvious connections between the huge wealth generated from plantations worked on by enslaved people and the buildings – all statements of Britain’s colonial wealth based on the murder, rape and torture of 3.1 million (out of a total figure of 12 – 15 million by all European colonies) enslaved African people between 1640 and 1807.
Since I’ve been working more in the heritage sector – due to my involvement in the highly acclaimed Power of Stories exhibition and Black community engagement – I have been encouraged by the Trust’s telling of the dark side of buildings and their former owners.
I feel that finally, I and my ancestors have been seen, and that I now have a right to be in these spaces. And I am encouraged to challenge where the stories are absent.
The process of how I bonded with the National Trust is an example of how people from diverse background connect with other brands and their offerings, be they services, products or experiences. I also feel warmly towards Greene King which has engaged with the International Slavery Museum to process and respond to its past.
It's important to recognise that the history of the Transatlantic Slave Trade – of which Britain was a leader – still causes pain today among millions of global majority people. It’s a present-day problem.
This kind of bond runs deep and can result in solid, long-term loyalty. But with that loyalty comes huge accountability on the part of the brand.
Any sign of neglect and wrong intentions, and people will move on, taking our spending power with us. And according to the Black Pound Report 2022, multi-ethnic consumers have £4.5bn in disposable cash.
What’s more, with the recent news of the decision not to include the Koh-i-Noor diamond in King Charles III's coronation, decolonisation is increasingly becoming a discussion point among more people, regardless of ethnicity.
With colonialism being linked to climate change, decolonisation is also a subject of interest among environmental sustainability champions. Add climate change champions to people of the global majority and our allies, and you have a lot of people who are conscious consumers.
Generations Z and Alpha are more sensitised to the problematic (to say the least) history of Britain and other injustices and inequalities – and they are making choices based on ethics.
Brand strategies are of course innovative in a multitude of ways, but it is failing to address how colonial legacies can impact creative output and operational decisions. And the two are interconnected.
Without internal changes to become more inclusive and equitable, the creative output will forever be in danger of bias and stereotyping, and seen as tokenistic.
Consumers demand meaningful work to back up the ads featuring and stock photos of Black people, and more investors are asking to see evidence of internal diversity and inclusion work.
Brands can not only hold themselves to account, but they can also influence the supply chain: their agencies, printers, designers, accountants. This is increasingly happening with sustainability, but it needs to happen when tackling other harmful practices.
It’s ironic that brands which focus on the past are future-proofing themselves more than the most seemingly innovative brands out there.
But by employing skills, knowledge and methods honed in the heritage sector, companies across the spectrum can take steps to decolonise in a way that works for them, but it must be a foundational principle of brand identity.
For more information, visit: