Lessons Learned: Cultural Sensitivity and Brand Responsibility in the Sesame Street Musical Controversy
Sesame Street, did you not have anyone on your team who could have helped you prevent this avoidable faux pas?
The Sesame Street Musical illuminated a significant cultural misstep, emphasizing the crucial role global brands play in maintaining diverse teams with a deep understanding of various language styles, cultural norms, and generational differences on the international stage.
The problematic word, beginning with a 'B,' carries a weighty burden of offensiveness, particularly in Jamaica—a land of rich ethnic diversity rooted in Sub-Saharan Africa, Europe, East India, China, the Middle East, and myriad mixed ancestries. This term is perceived as profoundly disrespectful and inappropriate in nearly every conceivable context, especially when referencing a particular part of a woman's anatomy. Moreover, it carries stigmatization related to homosexuality.
Even though this musical doesn't grace Caribbean stages, its message effortlessly reaches the hearts of the Caribbean diaspora in the U.S., a community of over 8.5 million individuals with Caribbean birthplaces or ancestry, according to the U.S. Census Bureau. Additionally, Jamaica's Beaches Resort has an exclusive partnership with Sesame Street®, allowing children to play daily with their beloved furry friends.
To prevent such missteps, consider these essential steps:
Cultural Expertise & Inclusive Teams: Leverage the expertise of a brand and marketing consultant well-versed in Caribbean culture, including native speakers, to fine-tune marketing content strategies for your target audiences. Cultivate teams rich in cultural diversity, ensuring their ability to identify sensitivities and craft culturally sensitive content for your brand.
Thorough Research and Testing: Conduct meticulous research and testing before launching any initiatives, gathering feedback through focus groups, surveys, and consultations with local experts to identify potential issues. You don’t necessarily have to go to the Caribbean; you can bring those already living in the U.S. to you.
Robust Review Processes: Institute a stringent review process that involves multiple levels of scrutiny for marketing materials. Encourage team members to examine content for sensitive issues before granting final approval.
Training: Provide comprehensive cultural sensitivity training to your marketing, content, and creative teams. This training should focus on understanding language styles, cultural norms, and potential sources of offense in different regions where your brand operates.
Cultural differences affect global brands' marketing, communication, etiquette, and organizational hierarchy. Understanding and recognizing the effects of these cultural nuances of your brand will prevent misunderstandings with international clients and colleagues and help you connect with your diverse customers!
