What Is Cultural Sensitivity And Awareness In Business?

America has been referred to as a melting pot, a salad bowl, a kaleidoscope, and more when it comes to the diversity of its population. People of all cultures come together to live, work, and learn in the US. Our population is becoming even more diverse as time goes on.

There has always been a need for cultural awareness and cultural sensitivity. Today, more than ever, we are seeing those who prefer to ignore this need suffer from the repercussions of their words and actions. Cancel culture is prevalent and the world is watching.

What Is Cultural Sensitivity?

Cultural sensitivity is the awareness that people whose cultural background is not the same as yours deserve empathy and understanding, not a value judgment. You don’t need to understand each culture you may encounter, but you need to be aware of the cultural differences and treat them without prejudice.

When asked, most people will describe themselves as culturally sensitive. The reality is often different from their perception. Most people view the world with some amount of ethnocentrism or a cultural or ethnic bias.

We tend to evaluate other cultures and beliefs through the perspective of our own. Whether conscious or unconscious, our ability to accept the differences of others is often hindered.

Stages of Intercultural Sensitivity

To become culturally sensitive, we need to move from an ethnocentric view to an ethnorelative view. Milton J. Bennet developed the Stages of Intercultural Sensitivity to define the process of adapting to other cultures.

The six stages were separated into three ethnocentric stages and three ethnorelative stages:

1. Denial. The first stage is denial, which involves being oblivious or ignorant to the cultural differences of our diverse population. Some will attempt to separate themselves from other cultures or willfully ignore the differences, so as not to challenge their worldview.

2. Defense. In this stage, we see the cultural differences negatively. It is often viewed as an “us versus them” situation. We believe that our culture is superior and often use stereotypes of the other culture to harden that belief.

3. Minimization. There is no longer a denial; we now actively acknowledge the differences between our culture and others. We have adopted a view of physical universalism: deep down we are all alike.

   This is the first stage where we may begin to make cultural adaptations. We still focus on the similarities versus the differences and may trivialize or romanticize those differences.

4. Acceptance. There is a perspective shift here. We finally understand that our culture is just one of many and each has its own set of values and views that may be different from our own.

5. Adaptation. We can finally approach other cultures with empathy and understanding. In this stage, we no longer view the world through the lens of our own culture. We can shift into another perspective and behave in culturally appropriate ways.

6. Integration. This stage involves true understanding. When we can shift between perspectives and views and evaluate cultural norms based on the views of both cultures, we have reached ethnorelativism.

   Here our perspective is relative to the situations we find ourselves in; we can see things as cultural versus universal.

The diversity of our population extends beyond just cultural differences. It is not enough to be culturally sensitive; we need to value diversity. There are both Primary and Secondary dimensions of diversity:

• Primary diversity. These are the things we cannot change about ourselves. Primary diversity includes things such as age, race, gender, ethnicity, sexual orientation, and physical qualities.

• Secondary diversity. These dimensions include education, religious beliefs, marital status, education, income, socioeconomic status, etc.

We must value diversity in its entirety. Practicing cultural sensitivity is just one part of changing your worldview for the better. You should not discriminate against anyone no matter their differences. Your culture, your beliefs, and your view are yours; there needs to be an understanding that others are allowed their own.

Cultural Sensitivity and Awareness in Business

Cultural insensitivity, racism, sexism, homophobia are all unacceptable in the workplace. More than ever before, people are facing the consequences of their actions.

Your actions, both during and after work, reflect on your company. With today’s cancel culture, we see a public fight for valuing the diversity that has consequences.

People are less and less willing to forgive acts of cultural insensitivity. In the age of the internet, your blunders can live forever. There is an infinite number of viral videos that have cost people their jobs.

Companies view these insensitive acts as an immediately fireable offense — whether or not they were committed on company time. Your actions not only reflect on your company, but they can also harm their bottom line. Damage control is costly and they are far more likely to fire you for a questionable comment or action than to forgive it.

Those who come from different cultures or have lived or studied abroad may have a slight advantage. They have already found themselves immersed in a culture that was not their own and can easily adapt when the situation calls for it — they have reached the “integration” stage of Bennet’s process.

You will never work with just one group of people. From your bosses to your coworkers to your clients, you will encounter diversity on a wide scale. You need to learn to adapt to succeed.

Be aware of the differences presented by other cultures and be sensitive to them. If a colleague or client doesn’t eat certain foods for religious or cultural reasons, make sure to offer alternate options for them. If you have colleagues or clients that observe Ramadan, avoid lunch or dinner meetings during that time.

The differences may be more subtle. Working styles and social norms differ with each culture as well. They may prefer to conduct business, converse, or interact differently than you do. If you’re aware of a potential cultural difference, prepare yourself for it. Don’t be afraid to ask questions if you need to.

Steps Anyone Can Take Towards Cultural Sensitivity

Cultural sensitivity and awareness is no longer a suggestion, but an expectation. Whether you are doing business abroad or right next door, you will encounter other cultures.

Our responses to cultural differences can create barriers — especially in the business world. Practicing sensitivity can lead to better relationships with coworkers and customers, better communication, and more meaningful relationships.

If you struggle with your biases or are unsure of how you can overcome them, there are things you can do to be more culturally sensitive:

1. Avoid assumptions. There are a time and a place where assumptions are encouraged. But when it comes to other cultures, you should never make assumptions.

   If your knowledge of culture comes from hearsay and stereotypes, don’t assume they fit the situation. Don’t assume that someone of different ethnicity, religion, or culture fits a specific caricature that you have in mind.

   You will find that there is diversity within each culture in addition to the overall cultural diversity. In all cases, it is better to avoid assumptions.

2. Educate yourself. You need to be aware of the differences in social norms, communication, and beliefs when interacting with individuals from other cultures.

   Do your homework. Ask questions. Be sure to take the time and make the effort to listen and learn from others.

   If you travel for work (especially abroad) you should prepare yourself beforehand. Make sure that you are intimately aware of the behaviors and beliefs of those you will be interacting with.

   Know how to greet them, how to speak to them, and how to interact with them during your stay.

3. Show respect and empathy. Everyone you encounter is deserving of your respect. You don’t want to find yourself stuck in Bennet’s second stage: denial.

   Don’t discriminate, don’t stereotype, and don’t talk down to someone simply because they are different from you.

   If someone mentions that they feel uncomfortable or discriminated against, don’t dismiss them. Listen and learn.

4. Participate in cultural sensitivity seminars. Many larger corporations will include cultural sensitivity training as part of their onboarding process or at regular intervals.

   If not, you may find a seminar or class elsewhere. Local government or local groups may offer classes or seminars that teach cultural sensitivity and awareness. A seminar like this can help you to understand your biases and positively change your behaviors.

   It can help you to understand what your company views as appropriate and inappropriate so that you don’t cross any lines and open yourself up to disciplinary measures.

5. Become aware of your own biases. This is not easy. Your beliefs, views, and even your prejudices are often baked into you from a young age. Separating yourself from your culture to see it clearly can be difficult.

   You can take a self-assessment for cultural sensitivity or a psychometric test (like the Myers-Brigg Type Indicator) to help you understand how you view others.

   Do your best to be aware of your views and beliefs, and how they may influence your view. Pay attention to how you interact with others and reflect on your prejudices and stereotypes. Check yourself when you behave in a culturally insensitive way and work to change that behavior.

Final Thoughts

We live in a diverse world. You encounter different cultures, ethnicities, and races every single day. Refusing to acknowledge and accept that fact, or choosing to remain ignorant, will not help you or your career.

Let go of your ethnocentric ways and work towards an ethnorelative view of the world. Learn to value diversity and be aware of your own bias. If you don’t, you open yourself up to disciplinary action and potentially legal action.

Author

Samantha Goddiess

Samantha is a lifelong writer who has been writing professionally for the last six years. After graduating with honors from Greensboro College with a degree in English & Communications, she went on to find work as an in-house copywriter for several companies including Costume Supercenter, and Blueprint Education.