Introduction: In this section of the Craft Brewers Guide to Cultural Celebrationsyou will find a general introduction to the guide and a set of considerations to discuss with your team before planning to commemorate or celebrate a cultural celebration in your company.
For years, diversity, equity and inclusion (DEI) advocates within the craft brewing community have talked about create more diversity. The fact is that we have nothing to “create”. Diversity is already present in all its complex and vibrant glory!
The United States continues to be a metaphorical melting pot for individuals from all walks of life, belief systems, and walks of life. Statistical evidence from the US Census Bureau indicates that the country will continue to diversify in the years and decades to come. As craft brewers and members of the Allied Trade, we all have a responsibility to ensure that we grow with our customers, with our community partners, with pools of skilled labor and the ideas and innovations that we will depend on in the future.
One of the most enjoyable results of our country’s diverse makeup are the many cultural celebrations that brighten our calendars with opportunities to learn from each other and the varied stories that weave together to create the fabric of our nation. Not all of these stories are pleasant, but engaging with them gives us the opportunity to contemplate what experiences have shaped us, our families, and our neighbors. Moreover, we learn important lessons from history, in particular how to avoid repeating the mistakes of the past.
As cornerstones of our communities, gathering places for people of all stripes, and creators of one of the most popular and culturally rich beverages in the world, brewers are perfectly placed to share in the celebrations that surround cultural celebrations. These celebrations are opportunities to learn and grow as individuals and organizations, to create deeper and more authentic connections with local communities, to introduce new fans and to establish yourself as a potential employer for qualified talent. . The DEI Education Subcommittee created this Craft Brewers Guide to Cultural Celebrations to help members of our community approach these observances with care, care and respect.
Act with competence, confidence and credibility
Many organizational leaders fear engaging in activities related to cultural observances, particularly when they do not identify with the cultures in question. The instinct to proceed with caution is good. However, the fear of “getting it wrong” (particularly when social media censorship can be ruthless for perceived missteps), can lead to inaction and lost opportunities to build relationships. While this framework is admittedly a simplification, your potential activities around cultural observances can be assessed with the three Cs: trust, competence and credibility.
- Trust – Possess the confidence to address topics related to cultural observance.
- Skill – Possess the skill to engage intelligently and gracefully in conversations and actions centered on cultural observance.
- Credibility – Possess the credibility of being seen as knowledgeable, experienced and sincere when engaging in cultural observance.
Chances are that if you’re having trouble deciding what to do or what to say in relation to a cultural observance you’d like to acknowledge, you’re lacking at least one of the three Cs. Building Trust, Competence, and Credibility your organization takes time, but the potential reward is worth the investment.
The importance of alignment
Celebrating cultural celebrations, like any other activity intended to engage with the diversity of our communities, should be considered alongside general business objectives and operations. Celebrations that don’t align with your current values and purpose will lack authenticity and could end up doing more harm than good.
Start by asking two simple questions:
- What are our current organizational values, goals and priorities?
- How can celebrating one or more cultural celebrations help support these existing organizational goals and priorities?
General considerations for celebrating cultural celebrations
Collect feedback from key stakeholders
- How will you connect with community members to gather and include their feedback on your plans?
- If you intend to generate funds for a specific organization, have you collected and included feedback from that organization?
- Are all partner organizations in sync with all elements of planning, including marketing and communications (e.g. are they actively involved and aligned on goals and how to present them)?
Determine the desired impact of your efforts
- Who is the main beneficiary of your efforts – the group of people at the heart of adherence or your company? If it’s the latter, review your planning and figure out how you can center the culture being celebrated.
- How do your efforts center the culture they talk about? Will they educate, celebrate or fundraise?
- Have you considered ways to maximize the positive impact of your efforts through communication, invitations or partnerships?
Ensure plans and the planning process are inclusive
- Do your efforts exclude, even unintentionally, a group of people (in particular, the group of people from the cultures you celebrate)?
- Have you factored security and sensitivity into all your planning processes and engaged third-party services, experts or advisors in areas where you lack knowledge or capacity?
Develop accountability measures
- Does your organization have a direct connection to the culture of your company or your community?
- Have you planned ways to give attendees, employees, or community members a way to provide feedback on your efforts?
- If your efforts generate funds for a donation to a specific charity:
- Have you researched what the organization is doing to support the culture or community at the heart of your celebration?
- Do you have a specific plan for how these funds are calculated, when to donate, and who is responsible for getting the funds to this organization?
