Tips for writing with a multicultural lens.

Recently, there have been a couple of articles from the New York Times and Wall Street Journal about people refusing to take their shoes off at other people’s homes. 

I found these articles quite jarring and frankly offensive. The opinions come from a very colonial perspective--the idea that when you walk into someone's house they should automatically adjust their norms and lives to you. 

This is exactly what early European colonizers did when they came to Turtle Island (aka the U.S.).

​And I sometimes see this problem in business's messaging, so let's talk about writing from a multicultural and inclusive lens to avoid sounding obnoxiously entitled.

Here are a few questions to consider when writing copy and branding messages with a multicultural and inclusive lens:

1. Does your message consider different cultural norms?

​A while ago, an entrepreneur I admire shared a post that didn’t sit well with me. She said that “having grandparents who can help watch your kids is a privilege.”

My knee-jerk reaction was, “Whoa, whoa, whoa, this is so wrong.” In many cultures, grandparents are an integral part of family dynamics. It’s not about “privilege,” it’s the way things are. Historically and traditionally, our ancestors raised kids within literal villages where many caretakers helped out. We were never meant to do this all on our own.

Secondly, many immigrant families rely on grandparents and other relatives because they cannot afford extra daycare or help.

So it’s important to consider a multi-dimensional reality and avoid assuming your way is the universal way.

That said, maybe this person’s main audience feels the same way she does. However, as someone whose work helps many moms, I would expect her messaging to be more inclusive of all moms, especially considering our diverse community.

2. Is your language heavily individualistic?

In Western cultures, we emphasize individual success and self-reliance. At the extreme, it becomes all about “me, me, me.” While nurturing ourselves is important, when your business is about building a community, it’s important to also emphasize our collectivist values and efforts.

• How do we as individuals contribute to the betterment of our community?
• How do we as individuals benefit from the community?
• How do we fit into our community?

Ultimately, we cannot build our businesses alone—even when we’re solopreneurs. We’re here to uplift our community. But sometimes, even with the best intentions, I notice that messaging can lean heavily on just the individual without looking at the whole picture.

3. Do you regularly review and update your messaging guide?

Inclusivity is an ongoing process, and language evolves over time. Regularly reviewing and updating your language ensures that your messaging remains respectful and relevant. Remember to seek feedback from diverse groups to continuously improve.


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Stay curious,
Justine 🎈
Founder & Chief Storyteller and Messaging Strategist at Red Balloon Station

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Red Balloon Station is a creative hub for storytelling and brand messaging services that help BIPOC + women-owned businesses and creatives use the power of their words and storytelling to better strategically and meaningfully connect with their target audience so that together we can all have a more positive impact on people, planet, and culture.

Justine Wentzell-Chang is an Eldest Daughter of Immigrants, Mother, Activist, and brand storyteller/copywriter for phenomenal BIPOC + woman-owned businesses on a mission to change the status quo, create culture change, or save the planet! With a law degree, over a decade of experience writing & making movies that sell globally, an impactful book filling readers with “A Pocket Full of Dreams,” and a handful of songs written for indie films, she is here to help you use the power of storytelling to grow your community, turn them into devoted superfans, and click the “yes” button.

​Justine created Red Balloon Station, because for too long someone else has been inaccurately writing our stories. It’s time to direct our own narratives so that together we can create a culture of empathy, equity, and positivity.