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These days, the issue of systemic racism in our society has caught fire and revealed that most of the public agrees it is a problem. As a response to this issue, monuments are being torn down with or without permission to make the point its time to stop honoring the people and institutions that advocated this blight in our society. 

As changes are underway in public spaces, so, too, are companies, organizations, and brands beginning to address their history as well. Here are a few recent examples:

• NASCAR has banned the Confederate flag

• Mississippi is removing the confederate flag from the state flag design

• Washington Redskins will rebrand their name and imag

• Cleveland Indians will re=brand as well

What is fascinating is that these same examples prevailed with their icons for decades before the public sentiment eventually became loud and powerful enough to sway for a change. The shift is nothing short of seismic, and the immediacy of the transition is stunning, too.

THE SHAMEFUL HISTORY OF FOUNDERS

A quick review of American history, and you’ve likely recognized that our country’s founders are awash with contradictions. They may have developed institutions and a system of government we enjoy, but they were also a mixed bag of opinions, including their stand regarding slavery and race. Thomas Jefferson and George Washington are primary examples.

THE ROLE OF FOUNDERS

The same controversy exists for iconic companies and organizations that have been with us for generations. Often, the founders of these brands include stories that are both positive and negative.  So, when it comes to a company’s history, what should they do when their founder comes with bad baggage?

The answer depends on the legacy role that the founder plays in the culture of the institution. Over at Harvard Business Review in the article “Your Company’s History As A Leadership Tool,” authors John T. Seaman Jr. and George David Smith discuss the value of a company’s history—not just to be dusted off and rolled out for anniversaries, but also as a way to instill employee investment in the organization’s mission.

One example of this in action is highlighted over at Morton Salt. They have a gorgeous website with a robust history of the company, featuring old-timey stories and vintage footage of ad campaigns. The Morton family was prominent in Chicago, and Joy Morton was philanthropically involved in the growth of the city.

The greater legacy of Joy Morton seems to be his entrepreneurial spirit and vision manifested in the value of the product, which flavors food, makes icy roads safe, and water soft. In the Morton Salt example, they’ve capitalized on the usable parts of their history to inspire collective efforts and create a strategy for the future of the company.

But what about the undesirable features of our founders? We do seem to have a high threshold for bad baggage in the powerful and famous. One current example is founder Elon Musk of Tesla, who has had numerous missteps of judgment which resulted in his stepping down as chairman of his company. And still, Tesla stock is on the rise.

But culture changes—and sometimes overnight. These days, long-lived brands are making immediate transitions such as Aunt Jemima and Uncle Ben’s who are pulling logos that have been on view for decades.

FACE BAGGAGE HEAD ON

What can institutions do when their founders harbor damaging history? Interestingly, we turn to the Morton family again for an example.

Sterling Morton, Joy Morton’s father, is the founder of Arbor Day. He is also a prominent leader in the state history of Nebraska, where his bust sits in the state capital.

Born in 1832, Sterling settled in Nebraska and was editor for the Nebraska City News. He became a prominent voice in the Southern Democratic party advocating that Nebraska become a slave state. Thankfully, abolitionists won the day forging a more progressive future for Nebraska.

In the article “Was J. Sterling Morton a racist?” over at History Nebraska, writer David L. Bristow references some of the writings and opinions of Morton. Bristow explains that Morton was a proponent of slavery because he favored anything that would keep the union intact.

However, Bristow makes it clear Morton’s general sentiment in his writings and speeches was racist. References and acknowledgment of Morton in the state’s history shine light on his contributions regarding Arbor day, and as a significant leader in the state, but don’t highlight his flawed beliefs.

That Morton’s bust has a prominent spot in the state capital doesn’t sit well with those who don’t want racists honored in any way. In the article “J. Sterling Morton Doesn’t Deserve All the Accolades” by columnist Robert Nelson, we learn about the evil attitudes of Morton and how he ultimately was on the wrong side of history.

The Arbor Day Foundation was formed 100 years after the first Arbor Day, founded by Morton. Today, what should or shouldn’t they say in referencing him? They do give Morton credit for his work and interest in trees, but quickly move on to the rest of their worthy history and mission to plant trees. 

Should they mention Morton was a racist, too? Of course, Morton’s interest in trees and his racist opinions are two different things, so dropping it in their history would be confusing to the mission they serve. But all organizations should be prepared and honest in facing the negative aspects of their founders, and clear where they do and do not align with their founder. 

A founder’s history can be an invaluable help in shaping and inspiring the future of an organization. And even when the founder’s past is damaging, an organization’s transparency and response to do better can be the positive outcome of bad baggage.

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Sherry is the founder of Storied Gifts a personal publishing service of family and company histories. She and her team help clients curate and craft their stories into books. When not writing or interviewing, Sherry spends loads of time with her grandchildren and lives in Des Moines, Iowa.

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