Walking Alongside Martu: A journey with one of the world’s oldest living cultures
Pura’s inaugural impact collection honors both sacred traditions and sustainable futures.
In a world driven by speed, efficiency, and immediate results, it’s easy to forget that lasting change is built on trust. Real impact doesn’t come from rushing toward an end goal or measuring success through lofty metrics. It comes from falling in love with the problem, building a community around it, and sharing a vision for lasting transformation.
Pura, the smart home fragrance company that marries premium fragrance with innovative technology, recently launched its inaugural impact collection with K Farmer Dutjahn Foundation (KFDF) and Dutjahn Sandalwood Oils (DSO). The Pura x Dutjahn partnership began with a clear purpose: to source a sacred ingredient directly from its origin while honoring the land and the people who’ve cared for it. Our goal wasn’t simply to find sandalwood — it was to find a community and an ingredient that embody exceptional land stewardship, ethical harvesting, and transformative, community-led impact. After careful research and over three years of development, we saw an opportunity to secure a premium, luxurious ingredient while supporting a regenerative supply chain that invests in Indigenous-led education, economic opportunity, and land stewardship.
James Roh
Over the past several years, we’ve walked alongside Martu, an Indigenous tribe from the vast Western Australian desert. Martu are one of the oldest living cultures in the world, with a history spanning 60,000 years. As nomadic hunter-gatherers, they have unparalleled ecological knowledge, passed down through generations, making them the traditional custodians of the land. Their approach to sandalwood harvesting isn’t driven by market demand but by a deep respect for seasonal rhythms, land health, and cultural law. Their work adapts to the environment—whether it’s “sorry time,” when mourning pauses activities, or the harsh desert conditions that make travel and communication difficult. Martu operate on Martu time, a deliberate rhythm shaped by millennia of experience, far removed from the rapid-swipe, hyper-productive pace of Western systems.
Martu’s ecological knowledge isn’t documented in baseline reports. It’s lived, carried in stories, and practiced with rigor and respect for the changing needs of the ecosystems. True partnership means unlearning the typical approach. It means standing beside—not in front—and recognizing that the wisdom and leadership we need already exist within these communities. Our role isn’t to define the work, but to support it, protect it, and learn from it.
James Roh
Tonight, as I spoke with Chairman Clinton Farmer and the KFDF team about our focus for this piece, I learned that Clinton’s truck had broken down (again), leaving him to “limp” back to town from the desert at low speeds for hours and hours. He had been awake since 3:00 a.m. This is a common and costly setback, one that disrupts the harvest, demands days of driving, and brings real financial and emotional strain. These barriers are relentless and persistent, part of the harsh reality Clinton and his community face daily. It's easy for outsiders, detached from the reality on the ground, to impose rules, regulations, and demands from afar. Rather than continuing to impose, we need to truly partner with communities — equipping them with the resources to operate sustainably, avoid burnout, and protect the very land they love and care for. All while they endeavor to share these incredible, sacred ingredients with the world and build an economic engine for their people.
There is much to learn, but we are here to listen, adapt, and stay the course. The future we need will not be built in quarterly cycles. It will be built in trust, over time, together.
To learn more about the partnership and fragrances, visit Pura x Dutjahn.
Reddit tried an experiment to curb hate speech. The results are fascinating.
In 2015, Reddit decided to run some of the haters out of town.
Image by Rebecca Eisenberg/Upworthy.
The "homepage of the Internet," known for its wholesale embrace of free debate, banned several of its most notorious forums, including r/coontown, a hub for white supremacist jokes and propaganda, and r/fatpeoplehate, a board on which users heaped abuse on photos of fat people.
Critics accused the site of axing the subreddits for the "wrong" reasons — demonizing unpalatable speech rather than incitement to violence. Others worried the ban would be ineffective. Wouldn't the trolls just spew their hate elsewhere on the site?
Thanks to a group of Georgia Tech researchers, we now have evidence that the ban worked.
Their paper, "You Can’t Stay Here: The Efficacy of Reddit’s 2015 Ban Examined Through Hate Speech," found that not only did banning the forums prompt a large portion of its most dedicated users to leave the site entirely, the redditors who did stay "drastically [decreased] their hate speech usage."
The researchers analyzed over 650 million submissions and comments posted to the site between January and December 2015. After arriving at a definition for "hate speech," which they determined by pulling memes and phrases common to the two shuttered forums, they observed an 80% drop in racist and fat-phobic speech from the users who migrated to other subreddits after the ban. 20-40% of accounts that frequently posted to either r/coontown or r/fatpeoplehate became inactive or were deleted in that same period.
"Through the banning of subreddits which engaged in racism and fat-shaming, Reddit was able to reduce the prevalence of such behavior on the site," the paper's authors concluded.
The researchers have a few theories about why the ban may have worked.
Those who migrated to other subreddits, they speculate, became beholden to existing community norms that restricted their ability to speak hate freely.
Reddit co-founder and executive chairman Alexis Ohanian. Photo by Jerod Harris/Getty Images.
They also cite Reddit's effective removal of copycat forums (r/fatpeoplehate2, r/wedislikefatpeople, etc.) before they could reach critical mass.
Creating secure online spaces is a difficult problem. This new research provides at least one possible solution.
Any attempt to moderate an open web forum, the researchers argue, will inevitably have to balance protecting free expression with the right of people to exist on the internet without fear of abuse. A June Pew research poll found that 1 in 4 black Americans reported having been harassed online because of their race, compared with 3% of white Americans.
"The empirical work in this paper suggests that when narrowly applied to small, specific groups, banning deviant hate groups can work to reduce and contain the behavior," the authors wrote.
For vulnerable people who, like most, are living increasingly online lives, it's a small measure of relief.
Correction 9/13/17: This story was updated to identify Alexis Ohanian as Reddit's co-founder and executive chairman, not CEO.