We should celebrate our diversity in Africa

What you need to know:

  • Multiculturalism can improve companies socially and commercially.
  • The actions companies take towards diversity and inclusion facilitate human and economic development.

This month we celebrate two important international days: the United Nations’ World Day for Cultural Diversity on May 21 and the African Union’s Africa Day on May 25.

These should give us all pause for thought, given the recent xenophobic attacks that have shaken and shamed parts of this continent.

The World Day for Cultural Diversity is a day on which we are encouraged to deepen our understanding of cultural diversity and to learn to live together better. Africa Day offers us an opportunity to celebrate African unity.

The ideals of cultural diversity and African unity have often been bitter bedfellows on the African continent. And while governments grapple with the policy issues that fuel or ameliorate the conditions that result in xenophobia, it behoves us all to foster a community of individuals committed to support diversity — be it race, ethnicity, nationality, or faith.

Difference should never be used to deny the rights of others or to exploit or shame them. Business can and should play a leadership role in creating multicultural communities that understand the value of difference. Africa will never be a homogenous society, nor should we want it to be. We need to create ways of respecting, valuing, and celebrating difference.

IMPROVED SUCCESS

How can business help do this? It goes well beyond good intentions, empowerment, and scorecards. Embracing the diversity of colleagues, customers, and clients is integral to the sustainability of business — and is also a basis for improved commercial success. So multiculturalism can improve companies — socially and commercially.

It has become increasingly important that organisations recruit, develop, and retain multicultural leaders who can navigate the opportunities and challenges of a globalised world — leaders who understand that the capabilities of multicultural organisations are a source of competitive advantage that is as important as other core elements of a business strategy.

The Harvard Business Review has found that multicultural leadership, when executed well, can provide astonishing commercial results. It cites Kentucky Fried Chicken, which built an impressive 40 per cent share of the Chinese fast food market by patiently tailoring its product offering to local tastes and building a strong team of local managers.

By building a robust multicultural approach, companies are better able to attract, develop, and retain a diverse employee base, which then becomes a natural choice for their customers and clients internationally. Companies that ensure that their people are representative of the global marketplace create places that are great to work in — and that also reflect the communities they serve.

The commercial multicultural strategies and the employee development initiatives that take place in companies are the concrete action needed to support cultural diversity. In this way, and by working from the inside out, companies can raise awareness about the importance of intercultural dialogue, diversity, and inclusion.

The actions companies take towards diversity and inclusion thus facilitate human and economic development.

An African who can be proud is the one who respects and supports difference. As we celebrate cultural diversity and African unity, let us do so with that resolve.

Mizinga Melu is the chief executive, Barclays Africa Regional Management