Amen Sukhera, Assoc. CIPD’s Post

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Talent Acquisition | HR | DEIB Champion

Embracing Our True Colours: Celebrating #SouthAsianHeritageMonth As a member of the South Asian community, I deeply understand the impact of colourism, and it’s a topic I’m passionate about addressing during South Asian Heritage Month. Colourism is a prevalent issue in our community, and it’s time we dismantle the skin colour stereotypes. Comments like “you’ve gotten darker,” or suggestions to use “yogurt and turmeric on your face,” or warnings to “avoid the sun to prevent getting darker” are all too familiar. These statements reflect a troubling belief that equates lighter skin with beauty and worth. The media in South Asian regions significantly influences these perceptions, often through advertisements that promote fairness as the standard of beauty. This perpetuates a harmful narrative deeply ingrained in our society. Tragically, this leads to distressing experiences for many, particularly girls, who are judged based on their darker skin tone. The repercussions of colourism are significant. It fosters insecurity and self-doubt, leading individuals to believe their value is tied to their skin’s lightness. This damaging mindset is absorbed from childhood, as young ones hear and see a preference for lighter skin. The toll on mental health is immense, with many suffering from anxiety, depression, and a loss of identity. Countless stories exist of those who have overcome colourism, standing up for themselves and becoming beacons of hope for others who have been marginalised due to their darker skin. It’s crucial for our community to tackle colourism directly. This involves open, honest dialogue, examining our biases, and supporting initiatives that honour the beauty in every skin tone. It’s a path to healing and recognition, where every shade of brown is celebrated for its unique beauty. Today, I want to emphasise the freedom to be oneself. It’s vital to love yourself and reject the longstanding beauty standards related to skin colour. I encourage every individual to be authentically you and cherish every aspect of yourself, regardless of others’ opinions about what you should be or do. Let’s stand together against colourism and honour our heritage with pride. #FreeToBeMe

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