Intoday’s globalized world, understanding and respecting cultural differences is not just a moral imperative, it’s a business necessity. Cultural sensitivity in business goes beyond mere awareness; it’s about actively adapting and responding to the diverse cultural landscapes in which businesses operate. This is crucial for building successful, respectful, and inclusive working environments and for creating products and services that resonate with a diverse customer base. As part of this series, we had the pleasure of interviewing Jamie Graceffa.
Jamie Graceffa is a frequent speaker and author in the fields of learning, talent management, and culture. He has written numerous articles about the workplace and is the author of “Kind Cards, Be Happier and More Successful at Work by Spreading Kindness One Card at a Time.” As a global leader of workplace culture, Jamie recognized the profound impact of kindness as the foundation of a thriving company culture, aiding in retention, productivity, and creating a positive employee experience. The focus of his 25+ career has been to empower organizations and individuals to be more successful and happier by creating an authentically kind work environment.
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?
Growing up I knew I was different. I know, we all are different, and this is a beautiful thing, but I was really different than the other boys. Without having the specific insight and language for how or why I was different, I just knew I was, and intuitively I knew I should keep that difference to myself. Because of this, I was keenly aware of others who are different, always watching out for the underdog and ensuring, with what little power or courage I had at the time, that they were OK. I chose a career in HR, because I was not good at math, but was good with people and soon found myself with positional power and enhanced courage to not only watch out for people, all people, but also correct the behaviors of others. As my life and career progressed, I learned more, experienced more, and I am at a place where I feel privileged to do the work I do. It is supremely important to me that all people feel seen, heard, valued, safe, included, and feel that they matter at work. I have been treated poorly at work. I have been dismissed, belittled, and ignored — I understand the toll it can take. I am finally in a position where I will not let that happen to others.
Can you share the most interesting story that happened to you since you started your career?
At one company, where I joined the HR team initially with great enthusiasm, I soon faced a challenging situation and dynamic that I endured for a year. I eventually made a lateral role within the same company and in the following year I was double promoted, and for almost 14 years my career thrived at that company. This experience emphasized the importance of not immediately labeling poor performers and that the issues might lie in their experience, team dynamics, or the overall culture within that specific group. This perspective has significantly influenced the way I approach performance management and organizational culture.
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?
Kindness: I try to lead with kindness, always. I am not situationally kind, kind when I need something or kind to senior leaders. I try to be kind to everybody, at all levels, vendors, delivery providers, custodians; everyone. Having said that, I am human, and I am, at times, unkind, but I am kinder and more aware.
Inclusive: I strive to ensure all voices are heard and people feel seen. I am attentive to group dynamics, adjusting for greater inclusivity in the room.
Ambition: If I saw interesting work, I wasn’t afraid to ask about it. I’d take on projects or tasks to gain exposure and learn. I went after what I wanted and worked hard to get it. Sure, I was nervous and had doubts, but I always knew I would figure it out.
How do you define cultural sensitivity in the context of your business, and why is it important for your company’s success?
The very foundation of cultural sensitivity, respect, and awareness in business, and life in general, is authentic kindness. Actively listening, saying “Hello,” and providing everyone with a fair and equitable voice is kindness. Embracing cultural differences and intrinsically believing they are elements that connect us is kindness. Appreciating religious traditions, considering dietary restrictions, and understanding different working and communication styles is, in fact, an act of kindness. And, when being kind is second nature, so is championing cultural sensitivity. However, kindness is a skill and as with any skill, some individuals may excel at it more than others. So, when a deeper level of kindness is encouraged in business, a more respectful and happier work environment naturally grows, improving employee wellness and productivity, which ultimately benefits the organization.
Can you share an experience where cultural sensitivity significantly impacted a business decision or client relationship?
I worked for a U.S.-based company that decided to shift its accounts receivable and payable functions to India. We brought the team from India to our U.S. office to facilitate the transfer of knowledge from the existing team. Amid the need for cultural sensitivity, we encountered some challenges. Ensuring both teams were culturally aware became paramount. We concentrated on our differences, and our similarities and emphasized the human aspect to address potential animosity.
We urged our U.S. colleagues to empathize with their Indian counterparts, many of whom were away from home for the first time, in a new and unfamiliar setting. They were tasked with learning from individuals who might initially be resistant. This approach encouraged the U.S. team to make conscious efforts to create a comfortable environment and understand that the move wasn’t the fault of the Indian team. Despite initial concerns, the experience turned out to be wonderful, filled with mutual respect, shared learning, laughter, and understanding. It could have been a challenging experience without our focus on cultural sensitivity.
What strategies do you employ to foster a culturally sensitive environment within your team or organization?
When considering kindness as the baseline for a culturally sensitive work environment I am constantly observing team members at all levels to gauge the strength of the skill across the organization. Needing a little help with kindness doesn’t imply that someone is unkind; it simply presents an opportunity for personal growth and development. I created a card game to demystify and simplify the complex topic of company culture and bring kindness forward. The game can help teams work on different areas of kindness from communication and connections to relationship building and support to personal growth and self-reflection in real-life work situations. Our co-workers have lives, interests, traditions, and experiences well beyond the confines of their business roles. Gaining a greater understanding of our colleagues through kind and respectful interactions enables everyone to be treated better and become happier at work.
How do you handle situations where cultural misunderstandings or conflicts arise in the workplace?
Sometimes we become so entrenched in our perspectives that we overlook the advantages of finding commonalities with our colleagues. Or, when we’re so focused on executing on our deliverables, kindness can shift from “must have” to “nice to have” and we become disconnected and lose common ground, which can create a strained relationship that can negatively impact communications, morale, and our cohesiveness. When in a situation where cultural misunderstandings or conflicts arise in the workplace, I engage with those involved to extend grace, give the benefit of the doubt, and apologize — properly apologize. These are not easy things to do especially while respecting different personality types, but without an honest conversation that allows people to own and learn from their actions in a kind and trusting space, you will never achieve a true resolution. Forgiveness can be as challenging as it requires us to set aside negative emotions like anger, hurt, or resentment. However, it can be a healing and compassionate act that can help repair and build positive working relationships.
Based on your experience and research, can you please share “5 Reasons Why Cultural Sensitivity is So Important in Business?”
1 . In a global economy we can’t operate successfully with cultural boundaries. Cloud computing and the emergence of remote work have further eliminated geographical borders, and a typical meeting today can stretch to all corners of the world. Cultural sensitivity could be as simple as finding meetings that accommodate diverse time zones. It could also be more intricate by planning around holidays or other important regional dates to ensure that projects and meetings do not cause undue employee conflicts. Taking the time to understand the traditions and daily life that different cultures are based upon builds a level of trust and belonging among teams. When companies actively practice inclusion and encourage this among their leadership and teams, they create an environment where respect for all cultural norms is inherent in day-to-day operations and interactions. We recently held a Diwali lunch where we learned about its meaning and the diverse ways it’s celebrated. What many of us realized is that we are more alike than we think — there is more that connects us than divides us. This insight can help chip away at cultural barriers.
2 . Personal growth and enrichment come from a greater understanding and appreciation of diverse cultures. Traveling opens you up to being immersed in different ways of life. Whether domestically or internationally, a three-hour drive North or 10 hours on a plane, every step out your front door exposes you to a new experience, personality, or lifestyle. And it’s a two-way street. When you open yourself to learn more you are also in a place of teaching and both sides come out of the experience more enlightened and enriched when sharing their cultural nuances. However, creating that opportunity in a workplace is challenging because when you are a guest in a different country or region, you naturally become part of that way of life, in the office, it’s just the individual who embodies their own cultural experience. Encouraging employees to embrace differences entails recognizing and appreciating diversity among colleagues and treating everyone with dignity and respect. Creating opportunities for colleagues to learn more about each other’s backgrounds, customs, and cultures in a respectful and engaging environment, will lead to a more inclusive, accepting, and impartial employee base. My husband and I recently visited Brazil, marking our first experience in a country where English wasn’t the predominant language. Instead of relying on our friends to interpret, I endeavored to learn as much Portuguese as I could during our brief stay. This experience heightened my awareness of what individuals might feel when coming to the United States where English isn’t their first language. It emphasized the importance of being even more helpful, patient, and kind.
3 . Lack of context breeds social divisiveness. Our biases confront us every single day, emerging from bumper stickers, logos on shirts and hats, and even the news channel a person is watching next to us on a plane. They manifest in jewelry, body art — you name it. We absorb these cues and often make uninformed assumptions: are they ‘our people’ or not? If we prioritize listening over telling, we may learn something. Loosening up on a particular stance could shift our bias. By focusing on shared values, and finding common ground, we might discover our assumptions were wrong. A small mindset shift can help bridge the gap of social divisiveness rather than widen it.
4 . A broader cultural landscape opens new opportunities for inclusion and creativity. Cultural diversity in the workplace brings together individuals with varied experiences and global perspectives, enriching decision-making and problem-solving. When working on a project with a culturally diverse team you will bring in more influences, understand a broader audience base, and produce a more rounded and multi-faceted outcome. Whether it’s an advertising campaign or a new software product, having perspectives from people from varied backgrounds will create a better outcome.
5 . Authentic kindness builds cultural awareness and sensitivity. Whether it’s through food, celebrations, traditions, or day-to-day life, every time I get a chance to be part of someone’s cultural experience, I am grateful for their willingness to share it with me. When you are open to experiences and cultures that are new to you, you create an opportunity to connect with people on a more meaningful level. It also opens an opportunity for self-reflection and awareness of conscious or unconscious biases you may have from a lack of understanding, context, or exposure to different beliefs, backgrounds, or upbringing. Honing your skills can help you achieve authentic kindness that will empower you to approach people and situations with an open mind, respect for others’ beliefs and customs, and avoid discriminatory comments or behaviors. Knowledge is power and in the case of cultural sensitivity, the more knowledge one has of different customs and traditions, the better they can positively shape society.
In what ways has focusing on cultural sensitivity given your business a competitive edge or opened up new markets?
First and foremost, being culturally sensitive, respectful, and aware is the right thing to do, full stop. However, there is also benefits to consider from a competitive-edge perspective. Cultural sensitivity enhances our plans and goals, enriching our strategies with diverse thinking and perspectives. Moreover, it helps companies market to a wider audience. Inclusivity and representation make a difference — when others feel seen and included, they are more likely to consider our business over competitors where they may feel overlooked.
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. :-)
A Be Kind movement focused on adults. In 2015, film producer Premila Puri started a Be Kind movement to create a kinder school culture. I love this. In an educational environment, it’s easy to incorporate lessons on kindness into the curriculum. As adults, we need this constant education as well. The comments section on any public social media post can show you how many people have lost their kindness compass. And, that lack of decorum in the virtual world is spilling into our day-to-day real-life interactions. Teaching people the skill of kindness or enhancing it in others would have a dramatic impact on society. And it must be more than a tagline or a yard sign. We need to be actively kind to navigate difficult situations so we can constantly grow, develop, and learn. Like the adage, “We are humans becoming, not being,” making ongoing self-reflection and improvements toward being kinder could do a lot of good in the world.
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Thank you for the time you spent sharing these fantastic insights. We wish you only continued success in your great work!