“Turban Myths” Engages Sikhs at Stanford

Dear Supporter, We’re proud to present to you the first-ever nationwide public perception assessement of Sikh Americans:  “Turban Myths.”  On Dec. 14th, Sikh Americans from across the country gathered at Stanford University Graduate School of Business where Stanford researchers, working in collaboration with SALDEF, unveiled this groundbreaking research.  Our thinking was this:  if we don’t fully understand the awareness gaps about Sikhism, how can we effectively address them?

Read the full research report here.

Among the report’s key findings:

  • Roughly 70% of the American public cannot identify a pictured Sikh man as a Sikh;
  • About half of the public associate the turban with Islam, and about half think Sikhism is a sect of Islam;
  • Anti-turban bias exists even among Americans with a greater understanding of Sikhism;
  • To define the brand and change public perception of the turban, the community must invest in national media using a consistent and coherent message.

Check out the pictures below:  Sikh Americans gathered to hear the report’s findings and work together on constructive solutions.  Our goal for 2014:  to create the positive Sikh identity that is lived in our community but, as our report demonstrates, is not well understood beyond it. Chardi Kala! The SALDEF Team.