How brands can create lasting partnerships with First Nations communities

By Cara Peek, Founder of Saltwater Country

First Nations businesses contribute more than $16 billion annually to the Australian economy, employing over 116,000 people and being up to 100 times more likely to employ First Nations people. The size, impact and economic contributions of the First Nations economy are growing as Indigenous people pursue business as an effective avenue to achieve economic self-determination.

Yet year after year we hear the same disappointing outcomes of Closing the Gap reports, and the wildly misleading stereotypes around Indigenous people receiving ‘handouts’ continues.

Why? Because real impact can only be achieved when delivered by First Nations-run and owned organisations that have first-hand knowledge and cultural experience, but non-Indigenous led organisations are often provided funds and the power to act as ‘caregivers’ for First Nations people.

Real impact requires real partnerships

There is a perception that First Nations people are receiving millions of dollars in direct funding to help close the gap. This is simply not the case. There are efforts being made by various organisations to limit the impacts of black cladding but the problem still exists and is damaging for First Nations communities and businesses. The reality today is that businesses owned and run by First Nations people have very little chance of receiving funding.

To see positive and tangible change, First Nations communities do not necessarily require further buckets of money to be invested into First Nations initiatives. We simply need the funds that are allocated to be distributed fairly to Indigenous-led organisations that are proven to make a difference in their communities, on country, and for the overall sustainability of the Australian economy.

This is where the biggest opportunity for brands comes in – stop seeing partnerships with First Nations organisations as a one-off, feel-good, tick-box exercise. Continuing with this mindset and approach will almost ensure nothing changes and the positive impact on your brand will also be short-lived. When partnering with Indigenous organisations, start with asking questions and listening. Ensure that any initiatives started together with the goal of empowering First Nations people don’t include taking away that power by dictating what those communities should be doing or how they should be using the funding. The best outcomes will be from First Nations-led projects, where those with the solutions at hand can make the most of partnerships to deepen and scale their impact.

Brands like Colourwash Co are leading by example, showing how co-creation—not just consultation—can shape more culturally attuned and impactful outcomes. As a First Nations-led creative and strategy studio, Colourwash Co builds brand narratives and campaigns that honour deep cultural knowledge while aligning with commercial objectives.

Their work demonstrates that when Indigenous voices lead the storytelling, brands move beyond tokenism and into long-term value creation rooted in authenticity.

Take advantage of the snowball effect

Too often, I see brands provide sponsorship or donations for a single project that lasts a few months or perhaps one year, only to be disappointed when they return to that project five years later and find it hit a roadblock and couldn’t deliver long-term results. This is rarely from a lack of strategic capability or intention, and usually due to an assumption that Closing the Gap will happen overnight if small investments are made here and there.

As mentioned above, the system of funnelling funding to non-Indigenous led organisations has been happening for years, and the impact is clear in the reported outcomes. We cannot afford, financially or socially, to keep doing what we’re doing. We need a major shakeup in the way funds are distributed and used, and this has to start with a long-term lens.

Take Saltwater Country as a living model. Built on principles of economic advancement and cultural revitalisation, Saltwater Country operates large scale events that celebrate culture while delivering training, employment, and economic growth.

These aren't one-time spectacles—they're community-powered platforms that build opportunity, visibility, and pride across generations.

Universities, for example, often look to First Nations communities as an opportunity to conduct research. However, those projects are rarely put in the hands of First Nations people to lead, let alone continue conducting over a multi-year period for optimal accuracy and outcomes. Similarly, corporates often embark on marketing campaigns with Indigenous-led organisations during NAIDOC Week, but then go quiet on First Nations affairs every other week of the year.

The value of long-term, multi-year partnerships is not only proven in the potential impact on First Nations communities, but can also create a snowball of positive brand association for businesses. In today’s era of short-termism, distrust in authorities, and doomscrolling, consumers are looking for brands with a purpose they can relate to and that will deliver real benefits for them and their communities.

Showing genuine commitment to driving positive impact not just today, but every day and with sustainable approaches by genuinely partnering with First Nations communities is an obvious but often overlooked opportunity for brands. It’s time to take these collaborations out of the “too hard” basket and into the real world. Australians are keen to see local brands get on board with a sustainable future and the opportunities are ripe for the taking.