Ellen Stone, Creative Director for Side Gallery & Cinema in Newcastle upon Tyne, offers advice on how to avoid common pitfalls when it comes to cultural inclusion.
Cultural sensitivity is a crucial component in planning that ensures inclusivity and respect for diverse audiences. Ellen Stone, Creative Director for Side Gallery & Cinema in Newcastle upon Tyne, defines cultural sensitivity as: “The intentional policy of respecting and thoughtfully integrating diverse customs, beliefs, and lived experiences into your events.”
There are several common missteps that event planners make when trying to incorporate delegates from many different cultures. Ellen points out that while many event organisers have good intentions, they often engage in “surface-level” inclusivity: “You see it regularly, where people are looking to include global majority attendees, or broaden their visitors to include those from more diverse economic and educational backgrounds, but surface engagement can sometimes undermine the good intentions put in by organisers. Simple things, such as using symbols with cultural significance as decoration, for example, strikes of tokenism and can be seen as offensive.
Similarly there are event planners who will make great effort to include food/ canapés which will accommodate those with allergies or religious dietary needs, but if staff aren’t confident in sharing this information guests can be excluded silently.”
The understanding of cultural sensitivity in event planning has evolved significantly over time. In the past, cultural sensitivity was often associated with events that focused on international communities or those with specific cultural themes:
“There is an understanding that your local communities have people with diverse needs and experiences, and that we should be thinking about sensitivity at all time”
When considering best practices, Ellen stresses the importance of education. Event planners should immerse themselves in their local communities and consult with cultural experts and community leaders: “Make sure you know what’s happening and consult cultural experts and community leaders before you move forward on a project.” This process of learning and engaging with diverse voices ensures that event planners are better prepared to design events that reflect the nuances of the cultures they aim to serve.
“Make sure you know what’s happening and consult cultural experts and community leaders before you move forward on a project”
One challenge that planners face is balancing the need for cultural sensitivity with the creative vision of an event. Ellen explains that creativity and inclusivity should not be seen as opposing concepts:
“If you have an event where you feel you cannot be culturally sensitive, there is something fundamental that needs to be reassessed about its vision. When cultural sensitivity is woven into the fabric of an event from the start, it enhances creativity and enriches the overall experience, rather than detracting from it.”
Ensuring that all attendees feel included is another key challenge, especially when different cultural groups are present. Cultural sensitivity does not mean there will be no points of contention – such as differing opinions on social or political issues – but rather, it’s about creating an inclusive environment where everyone feels welcome. Strategies like offering materials in multiple languages, having bilingual staff, and providing diverse programming options (e.g., talks, panels, or interactive activities) all contribute to making an event more inclusive. By embracing these strategies, planners can provide equitable access to the event’s content, ensuring that all attendees can engage fully. As well as diverse religious or political backgrounds, Ellen notes that people’s culture is shaped by other factors, including economic background. In her own experience, she has worked on projects that aim to elevate working-class, female, and LGBTQIA+ participants. This often requires making adjustments to event timing, offering content that can be accessed online, or making sure that the educational level of the content is accessible to a wide range of people:
“These modifications can help your core audience but also benefit all visitors and increase overall engagement across all demographics.”
The impact of cultural sensitivity on delegate engagement is clear. As Ellen points out: “When visitors feel their culture is valued, they are more likely to participate more openly.” In turn, this leads to better engagement, stronger feedback, and a more loyal community.
As the event industry continues to evolve, Ellen sees a future where communities collaborate to design events is the next step in achieving truly inclusive and culturally sensitive experiences. This shift goes beyond tolerance and inclusion to celebrate equity, creating events where cultural backgrounds are deeply woven into the fabric of the experience.