What Is A Culturally Conscious Company?

A culturally conscious company is not a new thing. In fact, it is more of a trend now than ever before for businesses. “More and more organizations are beginning to realize that culture can’t be left to chance. Leaders have to treat culture building as an engineering discipline, not a magical one,” wrote Lindsay McGregor and Neel Doshi, of hbr.org on ‘How Company Culture Shapes Employee Motivation.’ Nowadays modern technology and the ability to remain anonymous behind one’s keyboard is making it possible for unhappy employees to blast their companies’ lack of cultural inclusion all over the ‘world wild web.’ For example, recently the retail giant Amazon had a major PR problem when it was reported in an article, ‘Inside Amazon: Wrestling Big Ideas In a Bruising Workplace,’ that inside Amazon, “Workers are encouraged to tear apart one another’s ideas…,” among other things. Because of this news, Amazon was forced to sent out their best executives on many news outlets on damage control to deny any claims that made them look bad.

The writers of ‘How Company Culture Shapes Employee Motivation,’ explained, “A high-performing culture maximizes the play, purpose, and potential felt by its people, and minimizes the emotional pressure, economic pressure, and inertia.” The report focus was on three main questions. “1) How does culture drive performance? 2) What is culture worth? and 3) What processes in an organization affect culture?” They research found culture drive performance when motives are tied to performance. The three primary motives that impact an individual’s work are play, purpose, and potential. In other words, enjoyment, why, outcomes and benefits usually determine how well a worker perform a particular job. Simply put, when you care about what you do, and it brings you joy and satisfaction you are more likely to do a better job, resulting in increased performance that ultimately increases the potential benefits in the long run.

In my line of work, I have had the privilege of meeting many different people from all walks of life. Some who were just starting out in their careers and others who have been at the same job for 20 years or more. When asked about their company’s culture, I discovered that many of them share the same experience. They expressed the lack of cultural inclusion felt within their company that did not recognize employees as valuable to their brand and ultimately viable to their bottom line. The late Jeff Klein, a founding trustee of Conscious Capitalism, Inc., wrote that a company that is culturally conscious often, “fosters innovation and adaptation ​and calls for people to engage deeply with each other and with the process of the organization and its work.”

I often ask my clients about their dream job, and nine times out of ten many agree their dream job would mirror what their value, which are recognition, relationship, and support. As a result, I always encourage my clients to look for work in companies that are invested in not just their customer base, but also companies that are committed to their people, diversity and practice inclusion and accountability.


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