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Building a multicultural organisation: A conceptual model for organisational change in the 21st century
Over the next 50 years, several factors are expected to change the composition and size of the US labour market, most notably: (1) the growing number of baby boomers retiring from the workforce, (2) the stabilisation of women’s participation in the workforce, and (3) increasing racial and ethnic diversity. With higher population growth, fertility and workforce participation rates, the US multicultural population is projected to account for a much larger proportion of the US workforce in the decades to come. The degree to which corporate America is able to maximise productivity and manage cultural diversity effectively will not only impact workforce participation, but also economic output. This paper proposes a conceptual framework for cultural diversity to help corporations manage their increasingly diverse workforce and help transform their companies into multicultural organisations to better serve their diverse employees — and their consumers. The paper outlines a robust toolkit, arguing that companies must take a comprehensive approach to address the lack of diversity in corporate America rather than launch ‘diversity and inclusion’ initiatives, as many have recently done. Future research and discussions on this topic are warranted.
The full article is available to subscribers to the journal.
Jake Beniflah is the Executive Director of the Center for Multicultural Science, a leading US non-profit, non-partisan multicultural marketing research think tank and data science accelerator dedicated to increasing the representation of women, and ethnic and racial minorities in the USA. Dr Beniflah is the founder and editor-in-chief of the Journal of Cultural Marketing Strategy and author of ‘The Big Shift: Redefining Marketing in a Multicultural America’. He has a doctorate in business administration from Golden Gate University.
Julie Veloz is the Vice President of Diversity Intelligence and Strategy for the Interpublic Group of Companies, a global leader in marketing solutions, employing more than 50,000 diverse and talented individuals worldwide. Julie is a subject matter expert in learning and development, diversity and inclusion, and organisational change. Her work has appeared in such publications as Forbes, Adweek, AdAge and Shark Tank with Daymond John, among others.