Communicating across cultures

Making messages meaningful in a multicultural world

By Roopal Chaturvedi

“As communicators, our task is clear: make messages land, not bounce.”

Roopal Chaturvedi describes the challenges of communicating across cultures and offers to tips to creating messages with meaning across cultures.

Communication is challenging! Imagine delivering an important message only to find it lost in translation—not just linguistically, but culturally. In today’s diverse world, effective communication demands more than words—it requires understanding.

Whether you’re communicating company policies, benefit plan details or public health updates, ensuring your message resonates with a diverse audience can be a real hurdle. Understanding cultural context, language nuances and unfamiliar terminology is critical in reaching those who do not share the same background or knowledge.

The global village at your desk

Canada’s growing diversity makes it a perfect example of why one-size-fits-all communication doesn’t work. According to Statistics Canada, in 2023 alone, more than 471,771 immigrants arrived, further enriching the country’s multicultural landscape. As of January 1, 2024, over 2 million non-permanent residents were living in Canada. These numbers highlight the variety of languages, cultures, customs and interpretations communicators must navigate to craft effective messages.

“Canada has changed quite a bit, and changing our communications to match that is needed,” says Niharika Nambiar, an active IABC member who has drafted employee communications in previous roles. “Especially in internal communications, when you localize your communication according to cultural cues at the moment, it just resonates better with your audience.”

As communicators, our task is clear: make messages land, not bounce.

Tips to make messages that are meaningful across cultures

Here are some tips to creating content connects to a diverse audience:

• Speak human, not corporate: We’ve all cringed at phrases like ‘leveraging synergies’ or ‘scaling solutions’. Now imagine decoding that in a second or third language. When crafting messages for multicultural audiences think clarity over cleverness. Use plain language that prioritizes understanding. If you are unsure, test it with someone who represents your audience.

During the pandemic, Health Canada communicated information to diverse groups on its COVID-19 vaccination campaign by avoiding overly clinical language and using visuals, clear text, and translations in multiple languages to make the content accessible to everyone.

• Context is queen: Phrases like “bring your A-game” or “hit it out of the park” might resonate with sports enthusiasts but they could leave others confused. Cultural references can either engage or alienate. Instead of relying on idioms or analogies that might not translate, focus on universal themes like trust, simplicity, and shared goals. Better yet, involve cultural insiders who can provide insights into what will resonate and what might backfire.

Amie Silverwood, Communications Manager at RICS and Executive VP of IABC/Toronto says empathy is the foundation of clear, inclusive communication and that understanding others’ worldviews is how we craft messages that truly resonate.

“The best thing we can do as human beings, not just communicators, is to read fiction and use that to access different worldviews, different life experiences and to build empathy, Silverwood says. ”That’s where all communication should come from—from a place of empathy.”

• Culture is in the details: Small cultural nuances—like understanding the significance of festivals like Eid or Diwali to some employees or the cultural context behind Memorial Day or Thanksgiving—can turn an average message into one that connects on a deeper level.

“People are ready to have that conversation, ready to accept different cultural nuances in communication,” says Niharika. “Improving cultural context where you can, is really helpful,” she adds.

• Call the experts: Sometimes, even the most culturally sensitive communicator needs backup. Professional translators and localization experts can bridge the gap when stakes are high. They ensure your “harmless” message doesn’t accidentally offend someone halfway across the globe.

For example, a phrase like “kick the bucket” might seem harmless as a metaphor for a fresh start. But in some cultures, it carries a sombre meaning. That’s where a translation expert can save your message—and your reputation.

• Avoid Tokenism: A common pitfall in multicultural communication is tokenism—making statements that lack authenticity or alignment with organizational culture.

“People see through tokenism,” says Anuja Kale Agarwal, National Director of Communications at PwC Canada.

“For example, if statements made for events like Black History Month or International Women’s Day aren’t supported by real data or a culture that aligns with those messages, they come across as empty. Communicators can hold leaders accountable and ensure that communication reflects the lived experiences of employees, not just external narratives,” says Agarwal.

• Feedback is a compass: Audience feedback is not just a formality, it’s a guide.

Canada’s COVID-19 vaccination campaign is a prime example. Initial resistance from some communities stemmed from mistrust and socio-cultural factors. By listening to feedback, the adapted its approach by employing multilingual outreach methods like organizing focus groups, hosting culturally sensitive town halls, providing translated resources, partnering with local organizations and working with community leaders to build trust. This pivot led to improved vaccine awareness and uptake, showing how feedback shapes impactful communication.

• Use humour, but skip the sarcasm: A touch of humour can make messages memorable, but tread carefully. Humour doesn’t always translate across cultures, and sarcasm often falls flat. Instead, aim for light-hearted and inclusive tones that make your audience smile without second-guessing what you mean.

A casual “Well, look who finally showed up!” might be funny in one context but could come across as passive-aggressive or even rude in another. Cultural sensitivities matter, so always consider your audience’s perspective.

Be a meaning maker

In a world that is both connected and complex, communicating across cultures is more than a skill—it’s an art. It’s about meeting people where they are, speaking their language (literally and metaphorically), and, above all, making them feel seen and understood.

It is not just about what you say, it’s about what your audience hears. So, the next time you hit send, ask yourself—does this message have meaning for everyone it’s meant to reach? If the answer is yes, congratulations! You are not just a communicator you are a cultural bridge-builder.