As a proud Bundjalung woman and founder of Elephant in the Room Consulting, I’ve always believed that Indigenous businesses hold incredible potential to create meaningful change. Through my work with Empire Builders, EITR Consulting, and various First Nations initiatives, I’ve seen firsthand how businesses rooted in purpose can transform lives.
For many of us, the 3Cs—Culture, Community, and Country—are at the heart of everything we do. They guide us, ground us, and connect us to something much bigger than ourselves. But as we look to grow, expand, and increase our impact, I believe it’s time to bring a 4th C: Commerciality into the conversation. Why Commerciality Needs to Be Part of the Picture
Let’s be clear—commerciality isn’t about choosing profit over purpose. It’s about building businesses that are sustainable, scalable, and impactful. It’s about being strong enough to stand the test of time, so we can continue to make a difference for generations to come.When we embrace commerciality, it gives us:
- Economic strength: Creating jobs, opportunities, and financial independence for our communities.
- The ability to expand: Strong businesses can share their unique offerings far and wide, reaching people who might never have engaged with Indigenous products or services before.
- Resources to reinvest: The better we do, the more we can give back—whether it’s through cultural programs, land care initiatives, or community support.
Balancing the 4Cs
The key is balance. We don’t have to compromise our cultural integrity or commitment to community and country to be commercially viable. Instead, we can align commercial strategies with our values. I believe it’s about integrating commerciality with our cultural foundations. We can build strong businesses and stay true to who we are. Here are a few ways we can strike that balance:
The key is balance. We don’t have to compromise our cultural integrity or commitment to community and country to be commercially viable. Instead, we can align commercial strategies with our values. I believe it’s about integrating commerciality with our cultural foundations. We can build strong businesses and stay true to who we are. Here are a few ways we can strike that balance:
- Using What Makes Us Unique: Whether it’s traditional knowledge, native ingredients, or cultural artwork, our heritage is a powerful asset in creating distinctive and meaningful products and services.
- Partnering with Purpose: Engaging with corporates through supplier diversity programs or becoming certified as a B Corporation to showcase our ethical and sustainable practices.
- Investing in Visibility: Tools like the Empire Builders Marketing Platform can help us tell our stories authentically, connect with customers, and take control of our business growth.
Creating a Legacy
At the end of the day, embracing the 4th C—commerciality—is about building a legacy. It’s about proving that Indigenous businesses can thrive without compromising what we stand for. It’s about creating opportunities, preserving culture, and inspiring the next generation.I’ve learned a lot in my journey as a business owner and consultant, and one thing is clear: we don’t need to choose between culture and commercial success. We can have both.So, here’s my challenge to you—how can you bring commerciality into your business in a way that feels authentic? How can you use it as a tool to drive the impact you want to see in the world?If you’re ready to explore how to grow your business while staying true to your roots, connect with me at Elephant in the Room Consulting or join us in the Empire Builders program. Together, we can create businesses that not only succeed but also make the world a better place.
At the end of the day, embracing the 4th C—commerciality—is about building a legacy. It’s about proving that Indigenous businesses can thrive without compromising what we stand for. It’s about creating opportunities, preserving culture, and inspiring the next generation.I’ve learned a lot in my journey as a business owner and consultant, and one thing is clear: we don’t need to choose between culture and commercial success. We can have both.So, here’s my challenge to you—how can you bring commerciality into your business in a way that feels authentic? How can you use it as a tool to drive the impact you want to see in the world?If you’re ready to explore how to grow your business while staying true to your roots, connect with me at Elephant in the Room Consulting or join us in the Empire Builders program. Together, we can create businesses that not only succeed but also make the world a better place.
