Spoiler: Diversity isn’t a checkbox — it’s a commitment to understanding
Let’s be honest. “Inclusive marketing” has become one of those corporate buzzwords everyone throws around, especially during Black History Month, Pride, or Eid.
But here’s the thing: if you don’t understand the people you’re trying to reach — their language, lived experiences, and layers — you’re not being inclusive. You’re just being performative.
And that’s why in 2025 and beyond, cultural competency isn’t just “nice to have.” It’s a non-negotiable.
🤔 What Even Is Cultural Competency?
It’s not just knowing the difference between Eid and Diwali or using the right flag emoji during Asian Heritage Month.
Cultural competency means:
- Doing your research before you represent
- Understanding context, not just content
- Asking who is missing from the room — and why
- Centering the voices of those with lived experience, not observers
It’s about respect, not just reach.
🧕🏽 Case Study: South Asian Representation (Or Lack Thereof)
We’ve seen it all:
- The one token brown girl in a campaign — light-skinned, conventionally attractive, often not even South Asian
- “Desi vibes” being used as an aesthetic, with no real roots in community or culture
- Brands dropping an Eid sale post with a crescent moon emoji and zero understanding of Ramadan or halal consumer values
These are not isolated cases. They’re signs of cultural illiteracy — and audiences are tired of it.
📈 Why Cultural Competency = Better Business
Let’s talk money. Because this isn’t just about morals — it’s about sustainability and trust.
Brands that practice cultural competency:
- Build authentic brand loyalty
- Avoid public backlash and cancellation cycles
- Attract more diverse, values-driven talent
- Create deeper emotional resonance with their audiences
Consumers today — especially Gen Z and BIPOC audiences — can spot fake “inclusion” from a mile away. And they will unfollow, unsubscribe, and unbother real quick.
🛠️ How to Practice Cultural Competency (Without Getting Overwhelmed)
It’s not about being perfect — it’s about being intentional.
| ❌ Don’t Do This | ✅ Do This Instead |
|---|---|
| Add a hijabi model without context | Include Muslim voices in your team, script, and styling process |
| Drop a token Eid or Holi post | Collaborate with cultural consultants all year round |
| Use terms like “brown” or “diverse” vaguely | Acknowledge specifics — Punjabi, Tamil, Bengali, Rohingya, etc. |
| Hire once for a campaign | Invest in long-term partnerships with BIPOC creators |
| Assume all Asians celebrate the same thing | Learn and honor regional + religious differences |
🌱 Cultural Competency Is a Skill — Not a Static Trait
You’re not “woke” just because you hired a diverse team once.
True cultural competency means committing to continuous learning, feedback, and humility.
It means asking:
- “Who does this serve?”
- “Who is missing from this story?”
- “Am I using culture with care, or for clout?”
Final Chai Thought ☕
The future of marketing is intentional, not aesthetic.
It’s slow, relational, and community-led.
And it belongs to creators, founders, and storytellers who see identity as power, not a PR opportunity.
If you want to market to us, you need to start building with us.
Because cultural competency isn’t just the future of marketing — it’s the future of meaningful impact.
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