Enhancing your work with aspects of another culture requires consideration of cultural connection, understanding, respect and reciprocity.
Designing brands, products and services comes with responsibility and we're regularly asked by organisations to help make their brand, product or service more indigenous or culturally appropriate.
Usually these organisations are looking to differentiate themselves and showcase their uniqueness through an association with New Zealand’s Māori culture. These conversations always require more exploration and discussion for everyone to understand what this really means – for the organisation and the people whose culture they’re using.
We created this scorecard to help people start conversations, assess intentions and truly understand the cultural integrity of their work.
Every question you answer with Yes scores 1 point.
Indigeneity
• Does your product use indigenous knowledge, language or resources?
• Are you a Māori organisation?
• Are you partnering with Māori organisations?
Design
• Are you using Māori design principles?
• Have you consulted with Māori design experts?
• Do you have a Māori design team?
Integrity
• Do you recognise cultural intellectual property?
• Have you embedded Māori culture in your organisation?
• Are you creating beneficial outcomes for Maori?
Authenticity
• Do you understand Māori concepts?
• Does your product apply Māori concepts in a culturally appropriate way?
• Has your product been tested with the Māori community?
8-12 Strong – your cultural awareness and connection is robust and you have a strong platform for discussion about your work
5-7 Moderate – you are likely to be using aspects of another culture without appropriate levels of engagement or understanding
0-4 Weak – you are most likely misappropriating or taking aspects of another culture with little or no consideration or respect
