Cultural appropriation has to do with a privileged group misrepresenting and disrespecting marginalized cultures. The originators rarely receive credit while the privileged group is benefited.

By being aware and careful about cultural appropriation, businesses can demonstrate respect for diverse cultures and avoid perpetuating harmful stereotypes or diminishing the value of cultural heritage. Engaging in cultural appropriation can often lead to backlash and criticism from those whose culture has been appropriated and by consumers. In today’s globalized world, consumers are increasingly vocal about cultural appropriation. Businesses risk damaging their reputations and losing customers if they are perceived as disrespectful or appropriative.

In some cases, cultural appropriation can raise legal issues, particularly when it involves the unauthorized use of intellectual property, such as traditional designs, symbols, or knowledge. For example, retailer Urban Outfitters settled a lawsuit initiated by the Navajo Nation over the retailer’s unauthorized use of Navajo to describe products. Navajo is a trademarked brand name owned by the Navajo Nation. The settlement included financial damages of an undisclosed amount and a license agreement to collaborate with Native American artists on a line of jewelry.^[1]