The Uncomfortable Truth About Diversity in International Companies

Here’s a truth nobody likes to talk about:
Not all people fit every role equally.
There, I said it. And before you grab the pitchforks, hear me out.

We celebrate diversity—different backgrounds, religions, and cultures—and rightly so. Diversity is the beating heart of creativity, innovation, and success in international companies. But it also brings challenges we can’t ignore. People’s cultural, religious, and personal backgrounds influence how they communicate, collaborate, and even think.

So, how do you lead a diverse team fairly without pretending everyone is the same? The answer might surprise you: treat everyone equally, but not the same.

Why This Is So Hard to Admit

We’re all wired to avoid uncomfortable truths. In global workplaces, the idea of “treating everyone the same” feels like the safest approach. It sounds neutral, fair, and even progressive. But here’s the thing—neutrality often ignores reality.

Imagine you’re leading a meeting with a global team:

One team member values direct, blunt feedback (they see it as efficient).
Another considers such bluntness disrespectful and demoralizing.
A third person, influenced by their cultural norms, might not even speak up unless directly invited.

If you treat them all “the same,” you’ll alienate at least two of them.

Fairness doesn’t mean sameness. It means understanding people’s unique contexts and adjusting how you lead.

The Real Impact of Ignoring Differences

1. Miscommunication and Frustration

Ever noticed how the same message can land differently depending on who’s listening? A casual comment might offend one person and go unnoticed by another. This isn’t about hypersensitivity—it’s about cultural context.

2. Talent Mismatch

Certain roles require specific traits. For example, some cultures prioritize collective decision-making, which might clash with a fast-paced environment that demands solo leadership. If we ignore these nuances, we risk placing people in roles where they can’t thrive.

3. Resentment and Inequality

When we pretend everyone is the same, we overlook unique challenges some people face. For instance, someone balancing religious observances or language barriers might need extra support to shine. Ignoring these needs doesn’t create fairness—it breeds frustration.

Treat Everyone Equally, But Not the Same

1. Understand the Individual

Start by getting to know your team. What motivates them? What challenges do they face? Take time to understand their personal and cultural contexts.

Example:
A colleague from a culture that values hierarchy might hesitate to challenge authority. In this case, encourage their input by creating a safe, open environment.

2. Customize Your Communication

One size does NOT fit all. Some people prefer direct, no-frills feedback. Others thrive with encouragement and softer language. Adapt your communication style to suit the person.

Example:
When giving constructive criticism, tailor your approach. Say, “This didn’t hit the mark, but here’s how we can fix it,” versus “This wasn’t great,” depending on who you’re speaking to.

3. Recognize and Accommodate Needs

Being flexible doesn’t mean favoritism—it’s about equity. Accommodating someone’s religious holidays or offering extra language support helps level the playing field.

Example:
Offer remote work options during Ramadan or provide additional onboarding time for someone new to a working language.

4. Play to Strengths

Instead of trying to mold everyone into the same role, find what they excel at. Cultural backgrounds often shape unique skills—use them to your advantage.

Example:
Someone from a high-context culture might excel in building long-term client relationships. Use this to strengthen your team’s overall capabilities.

Why It’s Worth It

When you treat people equally but not the same, something magical happens:

Teams communicate better.
Talent flourishes in the right roles.
People feel seen, valued, and respected.

You don’t just lead a team—you build a community. And that’s where the real power of diversity lies.

Let’s Rethink “Fairness”

Fairness isn’t pretending everyone is identical. It’s acknowledging differences, respecting them, and leading with empathy. Yes, it’s harder than taking a cookie-cutter approach, but it’s also infinitely more rewarding.

So, the next time someone tells you to treat everyone the same, challenge them. Ask them this: “Are we being fair, or are we just being lazy?”

Because the best teams—the ones that truly thrive—are built on understanding, not uniformity.

by Martin Pino