Strategy Truth First: Reflections on Reconciliation From a Non-Indigenous Team Elizabeth Holloway Strategy 6 mins read September 29, 2025 » Blog » Truth First: Reflections on Reconciliation From a Non-Indigenous Team Truth First: Reflections on Reconciliation - Table of Contents Why We’re Writing This What We’re Learning (Not Teaching) What We’re Doing Differently (Internally and Externally) A Commitment, Not a Campaign Each year, September 30 is marked as Canada’s National Day for Truth and Reconciliation. It is a day to honour survivors of residential schools, to remember the children who never came home, and to reflect on the truths that have too often gone unheard or unacknowledged. For those of us who are not Indigenous, this day can raise a lot of questions. What does reconciliation mean if we have not fully reckoned with the truth? What role can we play, and what are the limits of that role? What does responsibility look like for people who came to this country long after many of these harms were done, but who are still living and working on Indigenous land? We do not have answers to all of that. This post is part of our effort to sit with the questions more honestly. As a non-Indigenous team, we recognize that we have not always had a clear understanding of the country’s colonial history, or of the ongoing harms faced by First Nations, Inuit, and Métis peoples. Over time, we have come to understand that this is not only history, but a present-day reality that shapes the systems we work in and benefit from. We are sharing this reflection not to claim authority, but to acknowledge where we are in our learning. If you work in communications or marketing, or if you are also navigating what it means to live on this land as a non-Indigenous person, we hope this opens up space to reflect together. Why We’re Writing This This post is a step in an ongoing process of reflection. As people working in branding, storytelling, and digital communication, we know that the way stories are told can shape how people see the world, and who is seen in it. We believe silence can be harmful. It can imply neutrality, or worse, acceptance. At the same time, we understand that speaking without care can cause harm too. So we are approaching this carefully and with the knowledge that we still have much to learn. Writing this post is one small step in a longer effort to examine how colonial thinking and practices have shaped our work, and how we can begin to unlearn them. Truth and reconciliation is not a checklist or a campaign. It is a long and difficult process. Our goal is to take responsibility for the role we play, to keep learning, and to do better in ways that are thoughtful and consistent. We are sharing it because the process of truth and reconciliation asks for openness. It asks us to be honest about what we do not know, and to remain committed to learning more. What We’re Learning (Not Teaching) We are still early in our learning. But as we listen and reflect, a few ideas have stayed with us: 1. Land acknowledgements are not the same as land return. We have learned that a spoken or written acknowledgment, while important, is only a starting point. Real accountability involves action. This might include donating a portion of profits to Indigenous-led land trusts, returning profits made on stolen land, or supporting campaigns for Landback. We are learning to see land acknowledgements not as statements, but as commitments. 2. Reconciliation cannot happen without truth. We have come to understand that reconciliation is often used as a comforting word, one that suggests healing and harmony. But many Indigenous voices remind us that reconciliation is not possible without first naming and facing the full truth of what has happened, and what continues to happen. This includes acknowledging the impacts of residential schools, but also recognizing the ongoing struggles for clean water, safe housing, self-determination, and justice. 3. Colonial thinking can show up in everyday choices. We are starting to notice how colonial values show up in our own work. Whether it is the language we use, the stories we choose to tell, or who gets credited and compensated, colonial frameworks often shape how we move through the world without us realizing it. Learning to spot these patterns is uncomfortable but necessary. None of this learning is finished. Each insight leads to more questions. But we are paying closer attention. And we are trying to listen without defensiveness, with the intention to change how we work and who we centre as we do it. What We’re Doing Differently (Internally and Externally) This work does not begin or end with a blog post. As a small team, we are finding ways to reflect our learning in how we show up for our clients and how we operate day to day. Learning from our clients. Some of the organizations we work with are actively supporting Indigenous and First Nations youth through mentorship and community-led programs. Their leadership continues to shape how we think about equity, responsibility, and long-term change. Auditing our internal assumptions. We are noticing how colonial ideas about professionalism, urgency, and authority show up in our systems and are working to challenge them. Learning without extracting. We are listening to Indigenous voices through books, podcasts, and media, and being careful not to treat that learning as content or currency. These small but steady changes are helping us shift how we think, work, and engage. The work is ongoing, but we are learning to move with more care, listen with more intention, and stay accountable beyond a single day of recognition. A Commitment, Not a Campaign This is not a campaign. It is not a statement for attention or approval. It is one part of a larger and ongoing effort to better understand the history and present reality of the land we live and work on. We will keep learning. We will keep making mistakes. And we will keep trying again. This work is not linear. It is not always visible. And it is rarely comfortable. But it is necessary. We are choosing to stay with the discomfort, to move with care, and to learn out loud when it helps build momentum toward something better. We know this work does not belong to us, but it does involve us. And we want to be more thoughtful about how we show up. Truth first. Always. 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