Corporate language and culture, how perceptions and stereotypes can change
Starting from the language, words, perceptions and stories of people reveals the real territory created by individuals themselves
by Veronica Giovale*
The historical moment in which we find ourselves has caused certain terms and behaviours to emerge, to be discussed and explored. I will share some of them: diversity, inclusion, equity, respect, care, vulnerability, psychological safety, reciprocity, power, privilege, intersectionality, inclusive leadership, bias, harassment and bullying. These are some of the words used massively by a wide variety of interlocutors. People and social actors have therefore had to confront themselves with respect to the meaning (and not only) of these words.
Over the last decade of work, I have managed, together with colleagues, the phases that accompany cultural changes within companies, also in DE&I. A first analysis to get to know the reference culture, awareness and relational quality expressed by individuals within a given context, concerns the language and moments of truth that people experience in companies. Moments of truth can be people selection, retention, talent attraction, performance management and promotions, training, development, etc.
Starting from the language, words, perceptions and stories of people reveals the real territory created by individuals themselves. I have therefore been able to identify some recurring dynamics that affect any company regardless of the business in question. I share those initial ones from which, almost always, something is stirred up, starting the process of cultural change.
The first dynamic relates to the association, often unconscious, that people make between the terms shared in the previous lines and the return to school. Wanting to draw on stereotypes, people then return to a school period where a teacher or professor, in moralising tones, offers the decalogue of good behaviour and words to say and not to say. The possible punishment, if the decalogue is not followed slavishly, can vary. The language that often accompanies and defines this association manifests itself in this way: "There, now they will tell me that I must no longer say faggot, that I must no longer say beautiful pussy to my colleague, that I must no longer say mongoloid to people who do not understand what they have to do" or "There, I knew it, you can no longer say anything!
The second dynamic relates to considering inclusion as something having to do with 'others' and is often made to coincide with women, homosexuals and people with disabilities. Sometimes, different ethnic groups are also included in the categorisation. As can be seen independently, categorisations are one-dimensional, reductionist and limited. Human beings have an identity composed of multiple characteristics, visible and invisible, but above all constantly changing because they are in dialectical relationship with other identities.
After a period of time, which may vary depending on the project, the energy changes completely as people listen fully emotionally and exercise their curiosity. Postures change, faces appear relaxed and attentive, the initial peremptory statements and presumed certainties, expressed with phrases such as 'What is the point of talking about these things, it is 2025, all people are already included', 'These are issues for other countries, not ours!', 'In 2025 all women will be working, stop talking about gender equality', give way to questions and questioning of one's own mental models, beliefs and stereotypes and prejudices. One deeply understands that the terms in question affect the existence and working life of any person.
