Communicating cultural change – traditional thoughts – are they enough any more…?

A healthy culture is crucial for any organisation but, in the current business environment where change is inevitable, there is often a need to implement major change. Change though can be highly emotive and drive fear, resistance and irrational behaviour, leading to reduced quality of work, missed targets and loss of production. But is it the change itself, or how the change is communicated and managed that drives these issues? 

Cultural change often involves deep-rooted values, practices and beliefs so, to drive effective change, a nuanced approach to the internal communications strategy is needed. Here are some practical, traditional steps to communicate cultural change in a meaningful way:- you can assess for yourself whether they will work…?

1. Define and Contextualise

People often resist change if they don’t understand its rationale so showing how it links to evolving workplace expectations helps employees understand why the change is needed. Additionally, showing how the change fits into the bigger picture can make it feel more natural and help people see it as an ongoing evolution, not an abrupt change.

2. Acknowledge Diverse Perspectives and Experiences

Before communicating a change, gathering feedback and understanding the concerns of those affected is crucial. It’s also helpful to acknowledge that cultural change can be uncomfortable or challenging so validating these feelings can reduce resistance and foster openness. Highlighting stories or experiences from community members can also illustrate the importance of the change and show that it is backed by a range of perspectives.

3. Use Clear, Inclusive Language

Avoiding jargon or technical language, especially if the shift impacts daily life or complex topics is important. Narratives help illustrate cultural change on a personal level, making abstract ideas feel real and relatable. Additionally, using language sensitive to various demographics or identities shows respect and attentiveness to inclusivity, often an aspect of cultural change.

4. Provide Tangible Examples

Showing commitment through action can reinforce messages about change. Using examples of similar organisations, communities, or societies that have undergone similar change can be inspiring and affirming whilst symbols such as updated logos, events, or diverse representation can make cultural change feel concrete and integrated into everyday life.

5. Create Ongoing Opportunities for Feedback and Dialogue

Setting regular intervals to revisit the topic, asking for feedback, and adjusting strategies helps maintain engagement and shows that change is an evolving process. Create safe spaces for people to discuss concerns, ask questions or express support so people see their feedback leading to real adjustments and feel valued and more open to embracing change.

6. Use Diverse Communication Channels

People consume information in various ways so use a combination of emails, social media, in-person meetings and printed materials to ensure broader reach. Different segments of an audience may have unique concerns or interests so tailor messages for different groups to meet their specific needs.

7. Celebrate Milestones and Acknowledge Progress

Sharing stories of positive impact and marking milestones or anniversaries helps reinforce any change as part of the culture. Involving people in celebrations and acknowledgments fosters a sense of ownership and collective accomplishment, reducing potential pushback and enhancing buy-in.

Effectively communicating cultural change is about making the abstract more tangible, involving people in the process, and creating a lasting sense of connection with the new direction. It’s about respecting people’s starting points and guiding them towards a shared vision. The key is to approach change with clarity, empathy, and a clear understanding of the audience so there is a smooth transition to a successful and positive workplace culture.

However, it could be that it’s time to ‘do’ change differently – more discontinuous and capable of building capacity and freshness. We have solutions…do you?

You can contact us to find out how we can help you improve through our development or coaching programmes via messaging me on here, emailing me at russell@qedod.com or looking on our site at qedod.com