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Why Cultural Awareness Matters in Coaching

Nov 06, 2024

In coaching, cultural awareness goes far beyond mere recognition of diversity: it’s about truly understanding how culture shapes everyone’s perspective, values, and worldview.

By creating a culturally sensitive coaching environment, coaches can establish a space where clients feel comfortable and empowered, and are also able to engage in authentic self-discovery and growth.

Culture Shapes Identity, Fulfilment and Well-Being

Culture deeply influences how people define themselves, envision fulfilment and pursue their well-being - or not. 

According to psychologist Geert Hofstede, “Culture is the collective programming of the mind distinguishing the members of one group or category of people from others.” 

This 'collective programming' informs everything - from our sense of identity to our personal values, motivations and aspirations.

For example, individuals from collectivist cultures may prioritise family and community over individual achievements, whereas those from individualistic cultures might place a higher value on personal accomplishments.

Understanding these types of cultural differences we make and appreciate is essential in coaching. This is because it allows coaches to support clients in ways that are aligned with their cultural values: the things that are truly important to them.

When a coach tunes into a client’s cultural background, they can facilitate a journey that feels authentic and meaningful to that person. This cultural alignment is particularly important for clients whose backgrounds have been marginalised because it affirms or acknowledges identity, which is respected, seen, heard and felt.

Embracing Our Client's Unique Spiritual and Ancestral Practices

For many people, cultural traditions, spiritual rituals, and ancestral practices serve as powerful sources of resilience, guidance, and peace.

Acknowledging and respecting these practices in a coaching setting can assist clients feel more connected to their roots and more centred in their journey. 

Integrating cultural elements like spirituality or meditation based on a client's background may enhance well-being by promoting a sense of belonging and continuity with their history and/or ancestors.

Curiosity and Respect: Foundations of Culturally Sensitive Coaching

The heart of culturally aware coaching is genuine curiosity and respect for a client’s background. Rather than assuming or generalising, coaches can build culturally responsive practices through a few simple but powerful strategies listed below.

  • Ask Open Questions About Cultural Influences

Open-ended questions encourage clients to share parts of their background, values, and traditions that may not be immediately visible. Questions like, “How does your culture influence your definition of success or fulfilment?”

Or, “What practices do you find grounding?” This type of question invites clients to reflect on their unique experiences and perspectives. These questions show the coach values the client's background and is curious to understand them on a deeper level.

  • Encourage Storytelling

Storytelling is a natural and safe way for clients to share elements of their culture. 

When clients share stories about their past experiences, family traditions, or personal challenges, coaches gain insights into the values and beliefs that shape them. These stories can also serve as touch points for the client, assisting them to reconnect with personal strengths and heritage. 

Dr. Brené Brown, researcher and storyteller who has  spent two decades studying courage, vulnerability, shame, and empathy notes that “there is incredible power in the willingness to be seen; in owning our stories we can own our lives.”

  • Respect Boundaries

Not every client will want to delve into their cultural background, and as coaches, we need to respect these boundaries. 

By remaining open and receptive, coaches signal that they are ready to listen whenever the client is willing to share. This approach builds a foundation of trust and demonstrates that the coach’s role is to support without judgment.

  • Embedding Cultural Sensitivity into Coaching Practices

When cultural sensitivity becomes a part of the coaching process, clients feel seen and validated in ways that go beyond conventional frameworks. Rather than adopting a “one-size-fits-all” approach, culturally sensitive coaching recognises that each client’s path to growth is unique and shaped by their cultural influences.

For example, adapting to different communication styles can help clients feel more at ease. In some cultures, indirect communication is preferred to maintain harmony, while in others, direct and assertive communication is valued. 

By understanding these nuances, coaches can align their communication to the client’s comfort level, ultimately fostering a stronger connection.

Similarly, recognising values rooted in family heritage allows clients to explore goals that honour their cultural obligations and personal aspirations. For instance, a client in one culture may define fulfilment as contributing to their family's well-being, while another might define theirs by what they have personally achieved.

By aligning coaching goals with these cultural values, the coach honours the client’s background and helps them achieve growth in a way that is authentic to them.

The Transformative Power of Cultural Awareness in Coaching

When coaches actively embed cultural awareness in their practices, each cultural element becomes a tool for a deeper connection. Clients feel validated in their individuality, leading to a sense of empowerment and authenticity that can drive more profound and lasting change.

In an era where diversity and inclusion are increasingly valued, culturally sensitive coaching not only enhances the client’s journey but also enriches the coach’s understanding and empathy.

We are so grateful to have the honour of working with clients from diverse backgrounds. It has enabled us to expand our own perspectives, challenge our assumptions, and become better coaching professionals. 

Embracing cultural awareness isn’t just beneficial for our clients; it adds a rich tapestry of growth to our own journey of self-discovery and awareness.

Culturally aware coaching isn’t just beneficial—it’s transformative!

Find out more in our podcast episode 214 'Embracing Cultural Differences in Coaching' here.

Be empowered.

Jeanine and Marie Empower World Co-founders

Find out about our upcoming Coach Mentoring Programme starting on 22 November 2024 here.

You can also follow us on:

Website: https://www.empower-world.com

Facebook: https://www.facebook.com/empowerpeopletraining

Instagram: https://www.instagram.com/empower_world/

YouTube: https://www.youtube.com/@empower-world1695

You can listen to The Empower World Coaching and Leadership Podcast on the following platforms.

YouTube: https://bit.ly/yt-ew-podcast

Spotify: https://bit.ly/ew-podcast-spotify

iTunes: http://bit.ly/EW-Podcast-iTune

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