It’s the late 1990s, and I’m studying at the School of Journalism. My dream? To travel the world as a travel journalist. So I add the course ‘Intercultural Communication’ to my curriculum. There, I learn about cultural differences and how they affect how people think, talk and behave. The lessons provide a framework for understanding cultural differences, but for me, it is mainly an initial awareness of them.
After all, what did I know at the time? The only cultural differences I had experienced until then were at the campsite in France. I noticed that the French children in the caravans beside us were ‘different’. They ate differently, dressed differently and had a different kind of relationship with their parents. I had no idea it could be to do with culture. I had little or no notion about other forms of diversity either. I grew up in a white middle-class family in a white town and attended white schools. I did not know anyone with a physical or sensory disability, and neurodiversity was not yet talked about. Inclusion? No idea. And, in my bubble, I didn’t think about whether the world was equal for everyone.
Looking more consciously at the composition of my environment
After my studies, I leave on a single ticket abroad. I live and work in super-diverse cities like London, Rio de Janeiro, Cape Town and Paramaribo. A whole new world opens up to me. This also makes me look more and more consciously at the composition of the environment I had grown up in and the privilege it contains. How everything I had learned, thought, experienced and felt had been shaped by ‘the norm’ that applied in the bubble in which I had grown up. I begin to see and feel the power of diversity. Still, I also see and feel very strongly that things are hugely unequally distributed.
This process of awareness sparks motivation in me. I want to work towards a world where diversity, equity and inclusion (DE&I) are the norm. A world where everyone understands, respects and builds on each other’s perspectives. Years later, back in the Netherlands, ingrained with this motivation, I start my business as a communications consultant. My mission? Inspire people and organisations to build genuine connections through the power of clear and inclusive communication.
Needs and expectations of different groups of people
As a freelancer, I get to see many different communication strategies. What strikes me is that these are often targeted at a homogeneous target group based on the assumption that everyone experiences the world more or less in the same way. Whereas a communication strategy should consider various aspects of identity, such as ethnicity, gender, sexual orientation, age, religion, social background and disabilities. It should accommodate diverse perspectives and experiences in all communicative expressions to better understand the needs and expectations of different groups of people.
We are all caught up in our own bubbles. This makes it harder to broaden or challenge our frame of reference. Of course, most of us can empathise well with others. Yet, with our background, we carry with us a preference for topics and approaches. There are lots of things we don’t know or see. And this affects how we communicate.
What is inclusive communication?
Inclusive communication enables us to create an environment where everyone feels heard, seen and respected. Focusing on accessibility, recognition, understanding, and positive perceptions without discrimination, sexism, or stereotyping helps us break down prejudices, reduce misunderstandings and build bridges between communities.
Our super-diverse world is predominantly catered to white, cisgender, heterosexual men. It’s crucial to focus on communication that creates an environment where everyone feels heard, seen and valued and that recognises and respects people’s differences. I feel that I, along with other communication professionals, have a role to play in this. We need to keep insisting on the importance of DE&I and support this in our communications and other actions.
Inclusive communication is one of the many ways to approach communication, so it is a choice you make as an organisation to get started with. Implementing an inclusive communication strategy requires dedication and constant evaluation. It’s a learning process where you have to be open to feedback and willing to adjust your approach. It also certainly affects how you work as an organisation, as it is inseparably linked to a commitment to design other processes with diversity and inclusion in mind as well.
It is not always easy, but it is worth the effort! When you embrace diversity, you can count on more innovation, inclusion and impact in your organisation.
Inclusive communication: a powerful tool
The course ‘Intercultural Communication’ was the spark that ignited my awareness about DE&I, making it pillars in all the work I do now. It opened my eyes to the richness and complexity of the human experience. It showed me that equality should not be taken for granted, but we should actively strive for it. And it inspired me to make a difference in the world around me, however slight.
Every day I learn new things, meet new people and discover new perspectives. Sometimes it’s a search. Inclusive communication goes beyond words; it includes respect, understanding and empathy. It means listening to others and making space for their perspectives. By listening to the stories and experiences of people who are different from me, I am increasingly learning to see my biases and assumptions. Because I do not claim to be judgement-free, but through my profession, I am increasingly aware of how those judgements are formed; where they come from.
I am convinced that together we can work towards a world where everyone has equal opportunities and rights, regardless of background. And that inclusive communication is a powerful tool that helps us realise that vision.
