‘Think different’. This iconic Apple campaign (later their tagline) was launched in 1997. It was meant to highlight their modern and innovative take on technology/design, but the ads did not show any of their products. They just featured creators and philosophers like Einstein, MLK Jr., and John Lennon. The campaign was a measured response to Microsoft’s rapidly growing sales numbers, and it worked.
Apple wasn’t trying to compare their phone camera to the resilience and creativity of these legends. The campaign spoke to the ‘rebellious’ concept of trying something that had never been tried before, and might not even have had a working chance. But, of course, they were also engaging as many people as possible.
Martin Luther King was an American.
Einstein was German.
John Lennon was English.
Each of them rose beyond his nationality, but this is meant only to point out our deep cultural debts to every country that exists. The idea of a dominant culture or tolerance of other cultures appears ridiculous. The challenges associated with the intermingling of various cultures stem from an inability to appreciate ‘differences’. Differences that we need to be reminded of time and again by Apple ad campaigns.
The term itself includes LGBTQIA+ and disabilities concerns, and sometimes discussions of women’s rights also fall under multiculturalism. All issues of marginalization are appropriately co-opted by this discourse.
But this has also been a problem. It has made multiculturalism a buzzword, another box to tick off on checklists, a hashtag. And this is also a dangerous perspective.
The Tabula Rasa Argument:
Being in close proximity to different cultures and ways of living makes every human being a true clean slate. Identity can only be formed via dialogue; if our nationality decides who we are before we’ve begun living, the battle is already lost. Identity, thought, and skill cannot be created in isolation. Businesses need the enrichment that different ways of perception and problem-solving provide. This can begin with conscious hiring choices or working with clients from every corner of the planet. In a speech given during the launch of ‘When I See Black’, Anne Lewnes (CMO of Adobe) put this beautifully: “We are proud to be celebrating the vibrant spectrum of creativity that exists in the world because we all benefit when more perspectives are shared.” We need to wipe our slates clean, and learn from our environments.
The Babel Argument:
The world currently speaks a few more than 6000 languages.
And every language has a bunch of words that capture that essence that no word in another language has. This lack of a sense of recognition negatively impacts people’s creativity and growth. There’s a reason P&G called its wonderful diversity-focused Emmy-winning ad ‘The Talk’.
Language, as a fundamental aspect of culture, is a bridge that connects people to their heritage.The coexistence of different languages within a multicultural society enriches cultural exchanges, broadens perspectives, and strengthens social cohesion, exemplifying the profound interplay between multiculturalism and languages in shaping vibrant, inclusive communities.
Inclusion and Creativity
Companies and B-schools have ‘innovation’ programs, as they should. But Adidas goes beyond programs with their 1-minute video ‘Calling All Creators’. Everyone knows it’s a sports goods company, and it’s calling for bettering sporting standards, with an insistence on inclusion irrespective of race, gender, age, sexual orientation, and/or political beliefs.
When individuals from varied backgrounds, experiences, and cultures come together, they bring a wealth of ideas, approaches, and insights to the table. Diversity triggers innovation, and, in turn, a culture of creativity reinforces the value of inclusion in an environment where all voices are heard.
The Economic Benefits
67% of workers on a Glassdoor review said having a diverse and inclusive workforce was an important factor in their decision to accept or reject job offers. Diversity gives truly skilled workers the freedom to be themselves, which is crucial to having a successful business. A diverse talent pool, inclusive of skilled migrants and entrepreneurs, also boosts economic growth.
Towards Equality and Respect
This is a slightly loaded concept, but multiculturalism is the only way to address historical injustice. We are living in a globalized world, but it’s still a postcolonial world. The colonial hangover is real; unconscious bias is real. From a purely financial standpoint, these attitudes are harmful and limiting. The political struggles of marginalized races may be over, but internalized preferences exist. Multiculturalism stops ‘notions of authority’ in its tracks by acknowledging injustices and celebrating different cultural identities.
In post-colonial contexts, inclusion facilitates conversations about the lasting impact of colonialism, creating space for healing and understanding. By enabling historically oppressed groups to participate fully in society, it helps rectify the power imbalances wrought by colonial rule. Inclusion celebrates diverse cultures, safeguarding indigenous traditions that colonial powers often sought to erase. In education, inclusive practices ensure equitable access to quality learning experiences for all, regardless of their background.
Businesses rarely need to sacrifice their individuality to multiculturalism. On the contrary, it is only within an environment where cultural nuances are valued and voices heard that an enterprise is truly ready to soar. Fostering individuality is integral to creating an inclusive work environment.
Embracing individuality contributes to a rich tapestry of diversity, fostering creativity and innovation within the organization. Inclusive businesses create an environment where every employee feels safe and encouraged to be their authentic selves, regardless of their differences. This not only enhances employee morale and well-being but also results in a more dynamic and adaptable workforce. In essence, businesses can thrive by acknowledging and embracing the individuality of their employees while promoting an inclusive culture that respects and leverages this diversity.
