Indsights: A Window Into the Indigenous Economy

By Saran Davaajargal

Humber College is committed to transforming postsecondary education through three main pillars defined in its 2018-2023 Strategic Plan—developing career-ready citizens, providing accessible education and building a healthy and inclusive community. One of Humber’s key priorities in the pillar of accessible education is creating a culturally meaningful environment that recognizes the historical and current context of Indigenous peoples. As part of this commitment, Humber’s faculty members, researchers and scholars are continually engaging in research that seeks to integrate more Indigenous knowledge into the curriculum.

A prominent example of such a research project is Indsights: A Window into the Indigenous Economy led by Principal Investigator Audrey Wubbenhorst, professor in the Faculty of Media & Creative Arts at Humber. The research project addresses questions such as: How does Indigenous economic development challenge Western assumptions and colonization? What can be learned through examples of Indigenous economic development? What content can be created to meaningfully engage with Indigenous knowledge in the classroom?

The research team is writing a number of case studies from across Canada reflecting the diversity of Indigenous communities. The case studies feature Indigenous stories of entrepreneurs, partnerships and collaborations that have led to positive, meaningful outcomes to shine a light on barriers facing Indigenous Canadians while simultaneously demonstrating positive examples of economic leadership and innovation.

As of January 2023, the research team has published three case studies on Pawgwasheeng Economic Development Corporation, Birch Bark Coffee Company, and Shades Of Gray Indigenous Pet Treats, along with their teaching notes. By the end of the project, the team expects to develop around 15 case studies.

The project received a College and Community Social Innovation Fund (CCSIF) grant ($360,000) from the Natural Sciences and Engineering Research Council of Canada (NSERC) in 2021.

 
Inspiration for conducting social innovation research project

While the Truth and Reconciliation Commission called for more Indigenous content in Canadian classrooms, there is little available content for postsecondary professors to refer to and rely on. Through collaboration with the Canadian Council for Aboriginal Business, the research team aims to share many of the positive stories relating to Indigenous economic development, which exist but have been largely untold.

Given the shortage of content in this area, the project will fill the current gap in business case literature for educators to use in their classrooms. The project also aims to inspire students and challenge stereotypes and misconceptions through positive, meaningful and engaging content.

Project goals and timeline

This project will support the Truth and Reconciliation Commission’s recommendation by:

• Developing new curriculum content so that Indigenous and non-Indigenous students have access to engaging business cases exemplifying role models and best practices in Indigenous economic development
• Supporting teachers and professors with current, inclusive content that is free and accessible
• Raising the profile of successful businesses representing the diverse Indigenous economy
• Underscoring the power of economic development in contributing to wider issues such as poverty alleviation, self-esteem and social purpose

The project is expected to last for three years, from 2021 to 2024. 

Research team

The research project team is led by Audrey Wubbenhorst. Audrey is a professor teaching public relations and digital communications at Humber College where she has received a number of research grants to research and write case studies on the impact of social media on businesses. Audrey has had broad exposure to many community partners and partnership models that have led to innovative change at the grassroots level. Audrey has an MA in Communications and an MBA.

When asked about the most valued benefit of conducting the research project, Audrey states, “Every research project provides great content material to discuss and further study in class due to its relatability with students. It is amazing, as a college, to be able to deliver such research opportunities to students, which is not very common, in addition to providing them with employment prospects.” 

Community partner organization

The research team is led by Humber College with direct input from researchers at the Canadian Council for Aboriginal Business (CCAB). Founded in 1982, CCAB is committed to the full participation of Indigenous Peoples in Canada’s economy. As a national, non-partisan business association with over 1200 members, CCAB offers knowledge, resources, and programs to its members to foster economic opportunities for Indigenous peoples and businesses across Canada.

Interview with Andy Avgerinos, Project Manager, Research, at the Canadian Council for Aboriginal Business (CCAB)

Interested in learning more about the project from its community partner organization? Our Humber Press team sat down with Andy Avgerinos, Project Manager, Research, at the Canadian Council for Aboriginal Business (CCAB). Watch the video to learn more about the project from CCAB’s perspective.

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Participation of students

Research assistants who have been working on the project are James Henebry, Patrycja Szkudlarek, and Lisa Post.

Here is what the research assistants had to say about their learning experience through 
the project:

“Working as a research assistant has taught me to be curious, to ask questions, and to immerse myself in something that I often know little about. In doing so, this experience has given me the opportunity to challenge old ideas and contribute new ideas and knowledge that hopefully can push society forward and lead to broader change.”
—James Henebry

“Working on the Indsights project has been a great hands-on experience! In the short amount of time I have been with the team, I have learned a lot about the inner workings of the research process and what it means to be part of collaborative change in this field. From the various stages involved in building partnerships with community members to the dissemination process of our work, I am discovering more every step of the way.”
—Patrycja Szkudlarek

Reflecting on how the experience made an impact on their professional development, 
James and Patrycja said:

“When I first began working on the Indsights research project as a research assistant, I was a student in the Humber Research Analyst post-graduate program. This role allowed me to use some of the skills that we learned in the program and apply them to a real-world research setting. This hands-on experience has allowed me to grow my research skills while simultaneously developing new skills that I can take with me as I continue in my research career.”
 —James Henebry

“This position has challenged my knowledge and skills and is teaching me to think more critically and objectively when it comes to my work. Collaborating with my colleagues has been incredibly helpful in this and has given me a new perspective on working as part of a dynamic team. Being part of such meaningful work has also been a rewarding experience both personally and professionally, and I am excited to continue learning from Audrey, James, and members of the Canadian Council for Aboriginal Business (CCAB).”
— Patrycja Szkudlarek

Potential impact

The research project has the potential for innovative impact on several fronts. According to the Indigenous Economic Progress Report, “Indigenous economic development and participation […] if addressed would boost Canada’s economy by $27.7 billion annually” (The National Indigenous Economic Development Board, 2019). Not only does Indigenous economic development benefit local communities and Indigenous people, but it also has significant potential to make a substantial contribution to the Canadian economy. The National Indigenous Economic Development Board has been tracking a wide variety of economic measures such as employment rates, income, as well as high school, college and university completion. Through positive storytelling, this project aims to make an impact on these measures by showcasing role models and innovative business models. At the granular level, by providing Indigenous curriculum, the project team hopes to inspire the next generation of entrepreneurs and businesspeople who will, in turn, create jobs and employment opportunities in their communities. 

Get to know more about Audrey

What is your favourite book?
The Great Gatsby by F. Scott Fitzgerald

What do you do when you’re not working? 
Spending time with my children, travelling.

What does social innovation mean to you?
It is a way we can creatively problem-solve challenges. It allows for different ways of collaborating to create something new, to solve problems and fill gaps.

What keeps you up at night? 
Planning ahead and thinking of the next steps for the project.