Essay: Inclusive Communication as a stratigic approach

As a Communication student and member of the Diversity & Inclusion network, I dove into the topic of inclusive communication. Below you can read my essay, which includes my findings.

From marketing communications 101, we learn to think in segments, focus on target audiences and pigeonhole people to make our work easier. Because if you know whom you want to target your message to, you can tailor your message accordingly. Right?

Because of globalization, we live in a diverse society. People with all kinds of backgrounds, colors, and tastes. Target group thinking is therefore becoming increasingly difficult. Of course, you can still make your attempt, but you can’t do that without the exclusion of a lot of other people. With this, the polarization express steams forward at full speed. Perhaps it is time to partly let go of target group thinking. But then how do you reach people with your message as a communications expert?

Inclusive communication is a strategic approach, but what does it entail? Inclusive communication is a crucial aspect that considers the diverse needs of people from different backgrounds (Pot, 2021). According to Challouki, inclusive communication is about reaching and engaging as many people as possible while respecting accessibility and aiming to prevent exclusion. This includes consciously using language, communication expressions, behaviors, and activities with respect for all individuals and their identities, including but not limited to ethnicity, gender, language, age, ability, sexual orientation, and socioeconomic status (2021). It also includes considering how different people may interpret the same message differently.

This means that inclusive communication begins with seeing, acknowledging, and understanding diversity. But diversity is also complex. What does diversity mean? The first thought about diversity is often the variety of people in a group. This is true, but diversity is more than that. A single individual carries diversity within him; we then talk about intersectionality. This is about different aspects of a person’s identity and how this affects their views and perceptions of the world around them (Challouki, 2021). For example, a person may identify as a woman, at the same time she has an immigration background and belongs to the LGBTQA+ community. In other words, an identity includes several layers so in communication, attention should be paid to this for effective message delivery.

Inclusive communication is important for creating and maintaining a respectful, diverse and safe environment. It helps break down barriers and reduce discrimination and prejudice so that everyone feels respected and included. Inclusive communication also helps foster a sense of belonging and community. By communicating inclusively, organizations and communities can create an environment where everyone feels safe and comfortable expressing themselves, their ideas, and their opinions (Maiorescu-Murphy, 2022).

Apart from the moral standpoint, inclusive communication also provides marketing communication benefits. It can be seen as an opportunity to generate more reach for your brand and message (Abeelen, 2022). Because with inclusive communication, you include people in the creation of your message that you would normally exclude. Think of it as, the more people the more opportunities. According to Pot, a strategic marketer, it also helps your company stay relevant in the super-diverse society (2021).

Cliché alert! To win externally is to start internally. This also applies to inclusive communication. Research by McKinsey & Company, among 1,000 companies in 15 countries over five years, shows that companies in which inclusion is highly valued are 25 percent more likely to have above-average profitability. The study also reflects that it is not only diversity within an organization that is important, but also the systematic approach to inclusion. Employees identified three core components of inclusion namely: equality, openness, and belonging (Dixon-Fyle et al., 2022).

The named core components can be realized through the explicit use of inclusive internal communication. This then creates a safe work environment that improves employee performance.

According to Harvard Business Review, authenticity increases by 21 percent when inclusive communication is used (2021). With the increase in authenticity, the company or brand is perceived as more real and honest. However, it is important to note that authenticity is also compromised precisely when actions do not match the promise. Again, a reminder that inclusive communication must be integrated into the language, communication expressions, and behavior if it is to contribute to the authenticity of the message or brand (Pot, 2021).

Thus, there may be more challenges in implementing inclusive communication. For example, consider unconscious biases, which are the prejudices people have toward certain groups and individuals, based on unconscious stereotypes, beliefs, and attitudes. This can affect the overall quality of communication. Personal insecurities about diversity and inclusion can also be perceived as a challenge when intending to apply inclusive communication. What if you completely miss the mark with your expressions? Or experience feelings of discomfort and don’t know where to start? Furthermore, opting for inclusive communication can feel like making a political statement or, indeed, be interpreted that way by involved stakeholders (Challouki, 2021).

It is good to be aware that not choosing inclusion is also a political statement. For decades we have become accustomed to the lack of representation in media land because the media does not reflect the reality of society. To now consciously choose to reflect on society is not a political statement. Instead, it is a smart way to reach people so that there is movement in behavior, attitude, or knowledge while taking into account different perspectives of all those diverse groups of people.

Do not underestimate the power of knowledge and self-reflection. In the absence of knowledge on the topic, it is not strange that insecurities become challenges. Bring in the knowledge you lack by engaging in dialogue with people you have assumptions about. You can get much further than you think with an open attitude, curiosity, and compassion. Engaging diversity and inclusion experts is then also not a luxury if you are serious about this topic. Challouki describes three values you need to succeed in applying inclusive communication effectively, namely; authenticity, courage, and transparency (2021).

Inclusive communication is about accessibility to prevent exclusion. It starts with seeing, recognizing, and understanding diversity and continues with knowledge, representation, authenticity, and transparency; for a society where everyone should be able to feel safe. Inclusive communication is a strong strategic opportunity that can be profitable, both for the company and for society, especially when first driven internally. And one final cliché: Improve the world, start with yourself.

Written by Niusha Froozesh
niusha.froozesh@hu.nl

Abeelen, L. V. O. V. D. (2022, 21 april). Inclusief communiceren kun je leren. Merkactivisten. https://merkactivisten.nl/blog/inclusief-communiceren-kun-je-leren

Challouki, H. (2021). Inclusieve communicatie: Alles wat je moet weten om een divers publiek te bereiken (1ste editie). Pelckmans.

Dixon-Fyle, S., Dolan, K., Hunt, D. V. & Prince, S. (2022, 9 december). Diversity wins: How inclusion matters. McKinsey & Company. https://www.mckinsey.com/featured-insights/diversity-and-inclusion/diversity-wins-how-inclusion-matters

Harvard Business Review. (2021, 7 januari). What Inclusive Leaders Sound Like. https://hbr.org/2020/11/what-inclusive-leaders-sounds-like

Maiorescu-Murphy, R. D. (2022). Public Relations Review. Elsevier. https://reader.elsevier.com/reader/sd/pii/S0363811121001314?token=8E133C5694A50E07D51B9E1347C1229FF
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Pot, K. (2021, 17 juni). Inclusief communiceren? Deze 3 waarden mogen niet ontbreken. Frankwatching. https://www.frankwatching.com/archive/2021/05/30/inclusieve-communicatie/

Team, H. C. (2022, 14 november). How To Communicate Diversity and Inclusion With Authenticity — 10 Experts Explain. Haiilo. https://haiilo.com/blog/how-to-communicate-diversity-and-inclusion-with-authenticity-experts-explain/