There’s a familiar refrain that echoes every time someone steps up to the microphone and begins: “I’d like to acknowledge the Traditional Owners of the land…”

Some people roll their eyes. Some call it “just words.” Others complain it’s tokenism.

While it's fair to want more than symbolism, if that really is what it is, there is no point complaining about what is being done and offering zero alternatives. The reality is that no one is pretending an Acknowledgement of Country, or even a Welcome, will instantly reverse 200+ years of dispossession, racism, or intergenerational trauma.

But here’s the thing: outside of the respect that these actions offer to Traditional Owners and all First Nations people, words do matter. And so does visibility. And so does repetition.

Because Acknowledgements and Welcomes to Country aren’t just ceremonial niceties, they’re small but powerful signals that Australia is finally trying, however imperfectly, to face the truth of its own story.

They create measurable change in at least three important ways:

Firstly, they normalise the truth.

For decades, the official narrative in Australia excluded Aboriginal and Torres Strait Islander peoples from the national story. Lands were declared terra nullius, as though nobody lived here before 1788. A lie that has since been legally disproven through the Mabo decision.

Every time we acknowledge Traditional Owners, we chip away at that lie.

We remind each other, again and again, that this land has been cared for by First Nations people for tens of thousands of years. It’s a simple, repeated truth-telling that slowly shifts how the broader public sees history, belonging, and identity.

And this repetition is key. Decades of social science research show that familiarity breeds acceptance. Psychologists call this the mere-exposure effect: the more we are exposed to something, an idea, a group of people, even a ritual, the more likely we are to view it positively or at least accept it as normal.

A famous meta-analysis by Zajonc (1968) showed that repeated exposure increases both liking and perceived truthfulness of information. In practical terms, the more often people hear Acknowledgements and Welcomes to Country, the less “weird,” political, or uncomfortable they feel and the more they become woven into everyday Australian life.

And it’s working. A 2022 Reconciliation Australia survey found that:

• 89% of Australians believe it’s important to acknowledge Aboriginal and Torres Strait Islander peoples as the First Australians.

• Over 80% agree that Aboriginal and Torres Strait Islander cultures are important to Australia’s identity as a nation.

That shift isn’t happening by accident; it’s the result of repetition and normalisation over time through work done by activists, advocates and allies.

Secondly, they create psychological safety.

For First Nations people in workplaces, events, and community spaces, an Acknowledgement or Welcome can make a real difference to how safe and seen they feel. It’s not everything, but it’s a signal that the space aspires to respect and inclusion.

Research consistently shows that acts of recognition and inclusion, however small,improve a sense of belonging. And belonging directly impacts mental health, wellbeing, and performance.

Consider these findings:

• Deloitte’s 2020 Diversity & Inclusion report found that inclusive workplaces are twice as likely to meet or exceed financial targets, and six times more likely to be innovative and agile.

• Reconciliation Australia’s 2022 survey reports that 84% of Aboriginal and Torres Strait Islander people feel that trust between Indigenous and non-Indigenous people is improving, a significant jump from past years, driven partly by greater visibility and respect.

And there are real-world examples of how this plays out:

• Microsoft Australia made cultural awareness training mandatory for staff working on Indigenous projects. This investment contributed to Microsoft being ranked among Australia’s Top 10 Workplaces for Diversity & Inclusion (2020-2023) and directly improved business outcomes through innovation and talent retention. (Microsoft’s Indigenous Inclusion Programs)

Lastly, they inspire deeper action.

Yes, words alone are not enough. But they can be a first step that sparks questions like:

• Whose land are we on?

• What happened here?

• What’s our relationship with the local community?

• What else can we do beyond words?

Plenty of organisations that now run significant Indigenous employment programs, procurement strategies, or cultural awareness training began their journey with something as simple as an Acknowledgement of Country.

Consider these examples:

• NAB (National Australia Bank) took proactive steps in Indigenous procurement and community partnerships. Their Indigenous supplier engagement didn’t just create social impact, it also delivered business advantages, such as stronger local relationships and innovative supply chain solutions. (NAB RAP 2021-2023)

• Supply Nation disrupted the traditional supply chain by connecting corporations with verified Indigenous businesses. As of 2023, Indigenous suppliers generated over $3 billion in revenue, creating thousands of jobs in Indigenous communities. Large corporations report that Indigenous procurement has improved local relationships and enhanced brand reputation. (Supply Nation Annual Report 2023)

• Deloitte Australia went beyond diversity policies to set public targets for Indigenous employment and cultural capability. This helped them attract top talent and remain competitive in a market increasingly demanding social responsibility. Deloitte’s research found that companies with diverse teams are six times more likely to be innovative and agile. (Deloitte RAP)

Even globally, the principle holds true:

• Patagonia, the outdoor clothing company, has taken radical social and environmental stands, including donating all company profits to environmental causes. Far from hurting them, it’s fueled massive brand loyalty and growth, with revenue tripling in a decade. (Fast Company on Patagonia) and there are more examples out there, if you want to look.

So why does repetition work?

Why does repeating Acknowledgements matter?

Because repetition changes culture.

Social psychologists have long demonstrated that even initially unfamiliar practices become “normal” simply through continued presence. Over time, repeated exposure reduces discomfort, makes ideas feel familiar, and helps embed new norms into the social fabric.

This is why we now see Acknowledgements of Country at sports events, TV broadcasts, festivals, and corporate meetings. What was once rare is becoming ordinary, and that’s precisely how cultural shifts happen.

Or as the American social scientist Kurt Lewin famously said:

“Change is less about changing people, and more about changing the situation.”

Keeping Acknowledgements visible and routine changes the situation. And that slowly changes hearts and minds.

The bottom line is, an Acknowledgement or Welcome to Country isn’t a “cure for racism.” But it is a small, practical act of respect. It’s a public moment that says:

“We know whose land this is. We recognise history. We are willing to say it out loud.”

And in a country still grappling with the legacy of its past, that’s measurable progress.

So next time you hear those words, listen. They might sound like a small ritual, but they’re helping build a future where truth, respect, and recognition are normal. And that’s how real change begins.