Cory Wade On Why Cultural Sensitivity Matters in Business

Thank you so much for joining us in this interview series. Before we dive into our discussion about cultural sensitivity, our readers would love to “get to know you” a bit better. Can you share with us the backstory about what brought you to your specific career path?

My journey to where I am now in my career as an educator began shortly after appearing on the infamous reality TV show, “America’s Next Top Model” at 22 years old. I was criticized on the show pretty severely for my effeminate qualities and my general expression as an out queer person. I wasn’t really intent on becoming an educator and activist for LGBTQ+ equality at the time, but after my season of ANTM aired, LGBTQ+ people around the world began reaching out to me via social media to share their stories because they could relate to my own. This exposed me to a network of queer people who had persevered through their struggles in a way that was admirable to me, and I was inspired to pursue education as a result.

I left ANTM looking for a deeper purpose after a few years of trying to be a successful model, but I didn’t have any experience educating at the time. So, I immersed myself in grassroots efforts, attending rallies, and researching LGBTQ+ inequalities around the world. I eventually found a non-profit that was teaching queer inclusive sex-education in and around New York for grades 5 through 7. You didn’t need a lot of experience for this because it was under an amazing organization that would train its educators on all areas of adolescent development, puberty, safe sex, STD prevention, abuse, bullying (both cyber and non) and also sexual identity, as well as gender identity. This really allowed me to garner experience standing in front of a group of people discussing critical and maybe even somewhat uncomfortable subject matter in a way that was clear and accessible.

I did this work for 3 years and in my third year I wrote a proposal to an organization called “The College Agency” to see if I might be eligible to speak at colleges and universities about the same subject matter but in a more adult way. Eventually, I was touring the US giving keynote addresses at colleges and universities about LGBTQIA+ inclusivity but also practical empathy and human understanding. I received such a positive response that I was also asked to give classroom workshops on LGBTQIA+ vocab and inclusive language.

While all of this was going on, I was also working as a model and brand ambassador for “The Phluid Project” which was an activist apparel brand at the time. In about 5 years of Phluid’s existence, they began “G.E.T. Phluid’’ which is an educational outreach and training program for brands and businesses. My experience in educating along with my positive relationship with Phluid resulted in me conducting Cultural Sensitivity and LGBTQIA+ Inclusivity trainings for brands and businesses across the US. The great work I’ve done with G.E.T. Phluid over the past three years later led to a relationship with LinkedIn Learning where I do video training courses on topics like Intersectionality, LGBTQIA+ equity in the workplace and more.

Can you share the most interesting story that happened to you since you started your career?

I once gave a keynote address at a catholic university in the midwest. That is already interesting in and of itself, but even more remarkable is that it was the coach of the school’s football team who found me and sought me out. He deemed it mandatory for his team to attend my address. Apparently, I was offering perspective on subject matter that was particularly relevant for them that year. I was the most nervous I had ever been to speak in front of a group of people, but despite my initial apprehensions, the conversation turned into a genuine exchange of ideas and perspectives. It was clear that my message resonated with them, perhaps more deeply than I had anticipated. Admittedly, I had made false judgments about how they would respond to my messaging, a realization that struck me as slightly hypocritical given that I advocate against such presumptions. In that moment, I realized the power of dialogue and understanding to bridge seemingly insurmountable divides.

You are a successful individual. Which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?

Resilience would have to be trait number one. My path wasn’t always smooth sailing. Along my journey, there have been many times where I felt discouraged and wanted to give up. I’ve been ridiculed on a publicly televised platform. I’ve been told no and still get told no from time to time in my career pursuits. But instead of letting my shortcomings define me, I always choose to pivot until I eventually find where I can be of value. I believe I heard Oprah once say that failure is only there to get you back on your destined path. That resilience, that ability to bounce back from setbacks and keep moving forward, has been crucial in shaping me.

Empathy is the next most instrumental trait to my success. It’s been my ability to empathize with diverse audiences that has allowed me to foster understanding and connection. I think being mixed-raced has somehow given me the capacity and natural desire to learn from stories that are unique to my own life experience. I was raised to treat everyone with respect and to value diverse ideologies. If you know how to listen with an open heart, so much more knowledge about the world is readily accessible to you.

Lastly, adaptability has been key. My career has taken many unexpected turns, from modeling to grassroots activism to education and training. I also work as a professional vocalist and music director for a 9 piece band under “Hank Lane Entertainment” on the weekends. Each step, and each facet of my work has required me to adapt and learn new skills. Instead of resisting change, I embrace it. I see each new opportunity as a chance to grow and make a difference. And it’s that adaptability that’s allowed me to thrive in diverse environments and continue making an impact in the work I do.

Ok, thank you for that. Let’s now jump to the primary focus of our interview. How do you define cultural sensitivity in the context of your business, and why is it important for your company’s success?

Cultural sensitivity is the ability to recognize, respect, and value diverse cultural backgrounds, beliefs, and perspectives. It’s about fostering an environment where everyone feels included, respected, and valued for who they are. In the business of promoting LGBTQIA+ inclusivity and conducting DEI trainings, cultural sensitivity is not just a buzzword; it’s the cornerstone of my mission. It’s crucial to my business because it allows me to effectively connect with and educate a wide range of audiences, from college students to corporate professionals.

Cultural sensitivity is crucial for every company’s success. Within any organization, there’s a diverse mix of individuals, including those from marginalized communities. It’s imperative that we consider their unique needs to ensure everyone is equipped with what they need to thrive. Regardless of our varied cultural backgrounds, we all share a common need to work in order to earn a livable wage and survive. Recognizing this shared thread among us, it becomes clear that in order for us to be most productive and perform to the best of our abilities, we must strive to understand and relate to one another.

Additionally, embracing cultural sensitivity serves as an incentive for any business to reach as diverse a clientele as possible. Niche markets that only serve a select group of people result in less capital. That is why it should be in every business professional’s interest to focus on where we relate and bridge cultural barriers in order for us to thrive. By fostering an inclusive environment and understanding the diverse needs of our clients and customers, we not only enhance our business prospects but also contribute to a more equitable and harmonious society.

Can you share an experience where cultural sensitivity significantly impacted a business decision or client relationship?

It’s hard to choose just one experience because maintaining a base level of cultural sensitivity in all of our work relations will undoubtedly make a positive impact on each and every professional interaction we have. Because I often walk into businesses or schools in areas marked by political discourse concerning the subject matter I discuss, I make a conscious effort to ensure that my verbiage remains apolitical and truly inclusive of every belief system and cultural background. This approach allows me to connect with diverse audiences, regardless of their political affiliations or viewpoints, encouraging an environment of open dialogue and understanding.

When conducting an open dialogue, it is important not to belittle someone when their contribution is ill informed or inappropriate. For instance, during a training session on gender diversity for a New York City retail brand, I was asked, “If I tell a trans person they don’t look trans, isn’t that considered a compliment?”. I politely explained how that statement falsely implied that there is something wrong with “looking trans” when in truth, trans individuals can present themselves and express their identities in a multitude of ways, all of which are valid. I then thanked them for bringing up a really great conversation point, to encourage their participation despite their clear misunderstanding on how to interact appropriately with trans people. This encouragement acknowledged that the individual’s question stemmed from genuine curiosity and cultural differences rather than malice.

I will always advocate for businesses to embrace cultural sensitivity, not just for its positive global impact but also for its business advantages. We’ve witnessed effective strategies implemented by leading brands like Nike, Coca-Cola, and Mattel, showcasing how cultural awareness enhances their brand image. By integrating cultural sensitivity into their messaging, these companies connected their brand statements to a deeper purpose while appealing to a more diverse audience. The whole, “go woke, go broke” troupe could be debunked by these three examples, among many others. In essence, embracing cultural sensitivity isn’t just a moral imperative; it’s a smart business move that fosters inclusivity, strengthens brand identity, and resonates with diverse audiences, ensuring long-term success and a positive impact.

What strategies do you employ to foster a culturally sensitive environment within your team or organization?

I prioritize several strategies aimed at promoting inclusivity and understanding in all aspects of my professional life. Firstly, I always emphasize the importance of inclusive language across all communications. It’s a great way of making sure there are no generalizations or assumptions being made about the people I’m addressing. Whenever I’m addressing a group, I consciously use inclusive terms like “everyone,” “folks,” “team,” or “colleagues.” This way, I’m making sure nobody feels left out of the conversation. I avoid generalizing phrases like: “we all know” or “we’ve all been there.” Because what if somebody hasn’t? Blanket assessments about individuals’ abilities or preferences, like assuming everyone enjoys a certain activity or has the same level of knowledge about a topic, are counter intuitive to cultural sensitivity.

I already mentioned this, but I will quickly re-emphasize the importance of encouraging open dialogue and active listening. I try to ensure everyone with whom I relate feels comfortable expressing their thoughts and perspectives around me, regardless of their cultural background or identity, and I am careful never to talk down to people or forcefully impose my thoughts on them.

Obviously, I’m someone who believes in the power of education. Another great strategy in the practice of cultural sensitivity is to constantly do your own research, and then compile verifiable educational resources to help those working closely with you to stay informed. Delving into the historical context behind the equitability, or lack thereof, for certain marginalized cultural groups can provide valuable insight. This can help trace the origins of certain discriminatory practices and policies to help address and root out systemic disadvantages. I would also recommend taking part in workshops, attending seminars, and always seeking and providing knowledge to develop a deeper understanding of cultural differences and biases.

I’ve worked with company ERG’s (Employee Resource Groups) and I would definitely recommend utilizing ERGs as a strategy to help foster cultural sensitivity. They can be valuable assets when they are run properly. An ERG is an employee-led group within a larger company that offers support, resources, and a sense of belonging for people of specific cultural backgrounds. Think of an ERG as a sub-communal hub that works to affect positive change regarding a company’s culture by establishing a sense of solidarity amongst its people, providing educational resources and perhaps even hosting or partaking in activities like organized social outings or community events.

Overall, fostering a culturally sensitive environment requires a multifaceted approach that incorporates inclusive language, open dialogue, education, and embracing diversity in action. By implementing these strategies, we can create spaces where everyone feels respected, included, and empowered to contribute their best.

How do you handle situations where cultural misunderstandings or conflicts arise in the workplace?

When cultural misunderstandings or conflicts arise at work, my approach is always guided by empathy, sincere communication, and a commitment to finding a resolution. Firstly, I believe in addressing these situations promptly and directly, rather than allowing them to fester and potentially escalate. I’ve lived long enough to know that most workplace offenses are not intentional, so it’s important for whoever made a misstep to quickly apologize so that both parties can refocus their attention on whatever their larger, shared professional goal may be. Open and respectful communication is key. I would definitely encourage those involved to express their perspectives and concerns truthfully, but also to listen with a willingness to learn. Along with that, I would encourage a willingness to forgive, because allowing misunderstandings to go unresolved will always have a negative impact that will distract us from our productivity and our main objectives.

Cultural misunderstandings often stem from differences in upbringing, experiences, and perspectives, but we can bridge these gaps by tapping into our innate empathy for people. I believe that everyone has a capacity to empathize with those who differ from them culturally. There are so many simple, undeniable truths in life that connect us, and that we can relate to one another through, regardless of our differences. We all need food, water, and shelter to survive. We all need air to breathe. We all want to be seen, heard and cared for. We all want a livable wage and a fair shot at life. Our different cultural backgrounds and experiences can never refute the blatant commonalities we share. It’s on us to remember the humanity in one another, and the very rudimentary but crucial ways in which we all relate. When misunderstandings occur, this serves as a reminder that we have the ability to collaborate with one another harmoniously no matter what the circumstance is, if we simply make the choice to do so. What we have in common will always outweigh what makes us different.

In cases where conflicts persist, I’m proactive in seeking outside support or mediation if necessary. This could mean involving HR professionals, diversity and inclusion specialists like myself, or other relevant resources to facilitate constructive dialogue and find mutually agreeable solutions. Ultimately, the goal is to resolve cultural misunderstandings or conflicts in a way that promotes learning, growth, and strengthened relationships. Always approach these situations with sensitivity, empathy, and a commitment to understanding, and you can’t go wrong.

Based on your experience and research, can you please share “5 Reasons Why Cultural Sensitivity is So Important in Business?”

1 . Enhancing Customer Relations: Cultural sensitivity strengthens the relationships between companies and their clients from diverse backgrounds. My trainings always leave brands and businesses with guidelines that help them tailor their products, services, and marketing strategies to effectively resonate with various cultural groups. I encourage my clients to practice cultural sensitivity and respectful awareness for diverse communities throughout their brand messaging to establish loyalty and trust among the people they serve.

2 . Boosting Employee Engagement and Productivity: Culturally sensitive workplaces go a long way in making employees feel valued, respected, and included no matter their cultural background. When employees feel appreciated for their unique perspectives, they are more likely to engage actively in their work and collaborate more effectively with their colleagues. Anti-DEI naysayers have suggested that prioritizing on cultural sensitivity distracts team members from their professional objectives. On the contrary, I would argue that putting cultural sensitivity into practice at work can do a lot to increase productivity because it encourages team members to collaborate seamlessly, and allows them to focus more on their work and less on their differences.

3 . Expanding Market Reach: Cultural sensitivity can enable businesses to tap into new markets and demographics by understanding the cultural nuances and preferences of different consumer segments. Even if a brand only offers niche products that are specifically intended for a certain type of person, using culturally sensitive and inclusive verbiage throughout their marketing strategies will help businesses cater to diverse cultural needs and preferences. For instance, “beauty cosmetics for women” has a more limited market reach than “cosmetics for every shade of beauty”. “Beer for the all-American man” has a more limited market reach than “beer for all”. Businesses can effectively reach and engage with previously untapped markets by making minor but significant adjustments.

4 . Reducing the Risk of Offending Customers and Employees: Cultural insensitivity can have serious repercussions for businesses, ranging from negative publicity to loss of customers and legal liabilities. By prioritizing cultural sensitivity in their interactions with customers and employees, businesses can minimize the risk of inadvertently offending or alienating individuals from different cultural backgrounds. For instance, in 2018, H&M faced widespread criticism after choosing to feature a young black boy modeling a hoodie with the slogan “Coolest Monkey in the Jungle.” Many consumers accused the brand of racial insensitivity and perpetuating racist stereotypes. The incident prompted calls for boycotts and led to H&M issuing an apology and removing the product from its stores. There are more prominent examples as well, like Pepsi’s Kendall Jenner ad in 2017 and Dolce & Gabbana’s “Chopsticks” Ad Campaign: In 2018.

5 . Fostering Innovation and Creativity: Culturally diverse teams bring a wealth of unique perspectives, experiences, and ideas to the table. This leads to more innovation and creativity within businesses, as well as problem solving from an expansive number of vantage points. There are no one-size-fits-all solutions or strategies in business. It is essential to have viable options. The more creative pathways to success, the better, and by embracing cultural sensitivity and promoting diversity in their workforce, companies can leverage the diverse talents and perspectives of their employees to develop unique business strategies that drive overall productivity.

In what ways has focusing on cultural sensitivity given your business a competitive edge or opened up new markets?

Cultural sensitivity has made a positive impact throughout my professional journey, and has been a transformative force in my personal life as well. Embracing its core principles has empowered me to forge genuine connections across diverse cultural landscapes, and this has been undeniably valuable to me. Our world is constantly marred by division and discord, and the ethos of cultural sensitivity has served as a beacon of unity, transcending the barriers of race, age, religion, ability, and political affiliations. In this way, the core principles of cultural sensitivity have certainly given me a competitive edge professionally, but this advantage is only due to how truly, sadly and unnecessarily divided our world is right now.

I always say that if fair and inclusive business practices were the norm, DEI initiatives wouldn’t be necessary. Yet, it’s disheartening to see that those advocating against DEI in our workplaces often do so for a license to discriminate. Inadvertently, their actions perpetuate the very need for DEI efforts, making them the reason we must persist. It’s ironic how those resistant to my cultural sensitivity trainings actually create a market for me and fuel the urgent need for them through their blatantly unfair business practices.

I think in spite of our current ideological discourse, my consciousness around cultural sensitivity has enabled me to maintain genuine relationships with a diverse clientele based on trust, loyalty and sincerity. My commitment to respecting different cultural perspectives has resonated with those who know my work and is shared by so many great business leaders who prioritize inclusivity and diversity in all of their business endeavors. In essence, cultural sensitivity isn’t just a great professional strategy that has opened my market reach and will undoubtedly open the market reach of every brand and business that puts it into practice — it’s a guiding principle that shapes my interactions, fosters meaningful connections, and gives way for more inclusivity.

You are a person of great influence. If you could start a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. :-)

I think a great movement would be one towards building a culture of empathy. Maybe that’s the name of the movement: “Culture of Empathy”. I could see that as a great brand slogan and would love to see it on a T-Shirt. Empathy is absolutely key. “Culture of Empathy” could promote an understanding of empathy through workshops, seminars, and educational materials to highlight its importance in personal and professional interactions. And it could create safe spaces for open dialogue and conduct empathy-awareness exercises. “Culture of Empathy” could also encourage acts of kindness and compassion in everyday life, whether it’s volunteering, lending a listening ear to someone in need, or supporting initiatives that promote social justice and equality. Finally, my movement would advocate for policies and practices that prioritize empathy in workplaces, schools, healthcare systems, and beyond. This might involve lobbying for empathy training programs or incorporating empathy into organizational values and mission statements. There you have it!

How can our readers further follow you online?

Instagram: @CoryWadeOfficial

LinkedIn: www.linkedin.com/in/Cory-Wade

Webpage: www.CoryWadeOfficial.com

Thank you for the time you spent sharing these fantastic insights. We wish you only continued success in your great work!