Jordan Peterson leads Affinity North, an Indigenous-owned consultancy emphasizing community empowerment and sustainable development through expertise in negotiations and strategic planning. He is deeply involved in promoting Indigenous culture, environmental care, and economic growth.

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An advocate for Indigenous rights, Jordan has held leadership roles such as Deputy Grand Chief and Chief Negotiator for the Gwich'in Tribal Council, and he is actively involved with Northwestel and the Na-cho Nyak Dun Development Corporation. As founder of Affinity North, he champions Indigenous empowerment and success in business.