Interview with Manpreet Kalra

Manpreet Kalra is an activist and educator dedicated to exploring the intersection of digital media, social impact and justice. We had the pleasure of connecting with her back in May to talk about marketing strategies for our own brand and she helped us understand more about the importance of language in this field of ethical brands, helping us to rewrite our mission statement which you can read HERE. During our time working with Manpreet, we had very interesting conversations around topics of power dynamics in the ethical space and we thought it would be very important for our community to read and listen to what she has to share. Manpreet is a very talented speaker, she has been invited to talk for the Conscious Chatter and WFTO Podcast podcasts. She also hosts monthly webinars through her marketing business of Art of Citizenry where she trains and teaches ethical brands and NGO’s how to decolonize the “do good” work space through language and narratives.

We had the opportunity to talk to her about her story where she tells us more about how she got started with her educational and social advocacy work.

Photography by Chloe Jackman, Styling Tonlé zero-waste clothing.

Photography by Chloe Jackman, Styling Tonlé zero-waste clothing.

  1. Where did you grow up? What do you think helped you gain an interest in the fair trade world?

    I grew up in the heart of Silicon Valley, where my view of the world was shaped by what I was exposed to: technology and startups. Immediately after finishing college, I did exactly that. I worked in both startups and venture as a digital marketing expert. 

    From the start, I realized I was navigating an industry that was dominated by men, white men in particular. When I moved to Seattle, I joined a startup where I was the youngest employee, only woman, and the only person of color for large portions of my time there. I faced the stereotypical experience of a woman in tech — I was called “aggressive,” “intimidating,” and “over-confident” just for doing my job and doing it damn well at that. There came a point where I started asking myself, “Am I doing something that I even care about?” I wasn’t. And that’s where my journey began.

    I left the startup and decided to travel. I let myself reflect without any particular direction or goal in mind. Over the course of my travels, I realized how much you can learn about a community and culture through its art. Generational knowledge is often woven into each textile or etched into each singing bowl. This piqued an interest that led me to start my own sustainable venture dedicated to exploring the art of Phulkari. 

    The word Phulkari translates to “flower work.” Its origins are rooted in pre-partition Punjab, a region now divided between India and Pakistan and the land of my ancestors. Done by hand, the art of Phulkari has been passed down from mother to daughter for generations. While working and meeting with Phulkari artisans in Punjab, I discovered the rich historical context behind Phulkari, and the impact that colonization had in turning something that was traditionally done communally to something that is now commercialized. 

    Looking back, my journey into Phulkari set the stage for my interest in the fair trade, ethical, and sustainable space. Traditional art forms are prominently displayed by many brands without acknowledging the appropriation and historical context of the technique, garment, or art form itself. I am passionate about addressing these issues to create a community that values respect, authenticity, and intersectionality.

Photography by Chloe Jackman, Styling Tonlé zero-waste clothing.

Photography by Chloe Jackman, Styling Tonlé zero-waste clothing.

2. What experiences in your life do you think have inspired you to get involved in important conversations around cultural identity? 

I’ve always had an activist mindset. I have never shied away from challenging others to think about topics that may be uncomfortable, but important. While in college, I started an online publication dedicated to exploring topics typically considered taboo in the South Asian and (more specifically) Sikh communities. The focus was on women and their unique experiences living in the diaspora. I guess you could call that passion project my first “startup.” 

As I began entering the fair trade space, I started picking up on micro-aggressions. People would assume I was an artisan (and not a business owner) just by the color of my skin. They sure were surprised when I was one of the speakers at their conference!

These micro-aggressions slowly added up and it became clear that the racial majority had been defining my minority voice for me. Instead of leaving the space, I set out to challenge those in it. I believed in the principles, but knew change was needed. I set out to address power dynamics in social entrepreneurship, especially heropreneurship. This led me to start Art of Citizenry, working with clients globally on addressing inclusivity through a marketing lens through cultural humility.

3. What do you mean when you talk about “cultural humility”?

Cultural humility pushes us to challenge our assumptions and prejudices. It encourages us to put aside our judgements about a community or culture, embracing humility. It is about being okay with approaching others from a place of vulnerability, wanting to learn instead of lead. 

The issue I often see is placing an oversimplified understanding of someone’s unique experiences upon them out of an over-eagerness to find common ground. This results in the single story of how others are defined. Cultural humility is not just about individual experiences, it is also a process of active self-reflection and unpacking of the power dynamics we each encounter. It challenges us to understand how historical systems of oppression (e.g. colonialism) continue to marginalize communities today.

4. You have been hosting webinars around important topics for businesses / organizations in the social impact space. In some of them you have addressed the topic of “power dynamics”. What do you mean by “power dynamics” and how do you think social enterprises can start understanding these dynamics in how they work and communicate their goals. 

When addressing social issues globally, it is important to step back and be thoughtful around the responsibility we hold as change makers. Colonialism and its aftermath continues to influence societal power dynamics, not just racial, but economic as well. Doing good in an unequal world takes listening. It requires cultural humility, letting others take the lead, letting them tell their story, and meeting them where they are. 

5. Recently you have posted content in your social media related to language and imagery that reinforce colonialist behaviors in the “fair trade” space. Can you tell us more about what this means?

My journey started by trying to answer the question “What is fair?” Over the years, I strongly believe fair wages are not enough. The definition of fair trade* falls short of capturing the spirit of “fair trade.”  Fair trade, ethical, sustainable spaces need to be about intersectionality. We cannot address economic justice without addressing systemic issues built on years of oppression, which feed into issues of climate justice as well. 

Both the biggest strength and failure of a social entrepreneur is storytelling. In order to raise awareness of issues that would otherwise remain unnoticed, social entrepreneurs share stories of hardship, poverty, and inequality in an effort to change these. However, as an unintended consequence, these stories often further deep-seated racial power dynamics first introduced with colonialism. 

*”Trade between companies in developed countries and producers in developing countries in which fair prices are paid to the producers”

“Sustainable change must last beyond your business, so the best way we can get past the single story is first by treating those we work with as equals, not others. ”
— Manpreet Kalra

6. You have spoken about the danger of the “single story”. For us, as a social enterprise in Colombia we find ourselves always fighting against this single story and stereotypes people have about Colombia. Can you tell us why is it important as people working within the do-good sector to understand what these “single stories” mean and how we can work together to dismantle them?

The single story reinforces stereotypes. It puts people in a box, creating blanket assumptions about how whole countries must operate due to anecdotes heard, which are often reinforced by the media. When it comes to dismantling the harm of the single narrative, the best thing we can do is appreciate that each individual navigates through life with their own unique advantages and disadvantages. 

We often fall into the trap of crafting stories that fit a mold that matches the perception a consumer has of a given community. It is not uncommon for people in the “do good” space to fall into this trap. Instead of showcasing the many ways artisans have shown resilience and strength, brands paint themselves as saviors of artisans who lived a life of misery until the brand entered their life and gave them hope. 

Sustainable change must last beyond your business, so the best way we can get past the single story is first by treating those we work with as equals, not others. 

7. Lastly, what do you envision for your business? Where do you see yourself going with the Art of Citizenry?

I’ve always been someone with a plan. However, Art of Citizenry seems to have a journey of its own and I am on for the ride. I really enjoy teaching, so my hope is to continue building up more educational content, collaborate with social enterprises and entrepreneurs, and let the universe guide me.  


Thank you Manpreet for your thoughtful answers! We hope her insight and understanding into this subject will help all of us work towards real and fair change in this spaces!

Manpreet’s Educational Resources:

You can find other educational resources such as podcasts, articles and webinars here:

InterviewsTatiana Ordonezsocialjustice, social advocate, social activist, race and justice, decolonization, fair trade, sustainability, ethical design