Representation isn’t just a trend—it’s a timeless need. While heritage months offer a powerful reminder of the rich diversity around us, effective communication with different cultural audiences should be a year-round priority, not a seasonal initiative.
As purpose-driven communicators, it’s our job to ensure that every message we craft speaks to audiences in a way that feels authentic, respectful and true to their experiences. This means understanding the nuances of culture and getting it right—not just during a designated month, but every day. In today’s interconnected world, the power of listening to and learning from multicultural communities is what sets successful comms apart from the rest.
Listening + Learning (multicultural style)
Learning about the audiences we’re trying to reach is a fundamental part of any communication strategy. When conducting audience research, be sure to consider not only what you’re learning but who you’re learning it from.
When communicating to audiences from a culture other than your own, it’s important to learn directly from them to avoid reinforcing stereotypes or inaccurate narratives that may not resonate with the target audience
At Barefoot, we engage with community members using community conversations and language inclusivity to ensure we’re gathering authentic insights that reflect the full diversity of experiences within a given cultural group.
Addressing the monolith myth
What is the monolith myth? It’s the idea that a diverse group of people is a single entity and therefore, think, act and identify the same way. Yet, in reality, individuals are nuanced, and culture does not exist in a vacuum. As a result, it’s important to consider regional culture, subcultures and intersectionality since this can impact audience segmentation.
It’s easy to assume that two people from the same culture will resonate with the same message. But because people aren’t monoliths, it’s essential to know who you’re targeting and ensure your research includes a range of perspectives within that group. If the cultural community you’re trying to reach is broad, make sure to include a diverse range of intersectional perspectives in your research. If you’re trying to get more granular, make sure you know which subgroups or cultural factors need to be prioritized to obtain the best audience insights.
It’s time for a culture check
So you’ve listened and learned, strategized and even conceptualized. During your ideation and drafting process, establish regular feedback loops with community members—such as informal focus groups, community advisory boards or even members of the culture within the organization—to ensure that your ideas align with their lived experiences and cultural norms.
Whether you’re working on messaging, copy, or even creative assets, this will help ensure that you’re accurately representing their experiences and that your final product is in alignment with their cultural norms. Remember, your interpretation of the culture should never overshadow the authentic experiences and perspectives of the community. Always center their voice in your communications.
What ways do you use multicultural insights for authentic communication? Our team continues to learn and fine tune our process for better results. If you’re looking for an experienced partner in this work, you can book time with us here to learn more.
Written by Nadia Rendón Talavera