Ekaterina “Kat” Nikitina On Why Cultural Sensitivity Matters in Business

An Interview With Vanessa Ogle

Attracting and Retaining Talent. Creating a culturally sensitive workplace not only attracts diverse talent but also fosters a sense of belonging and inclusion. When employees feel valued and respected for their unique backgrounds and perspectives, they are more likely to stay with the company long-term. By nurturing a supportive environment where everyone’s contributions are celebrated, businesses can attract and retain top talent who are committed to driving success.

In today’s globalized world, understanding and respecting cultural differences is not just a moral imperative, it’s a business necessity. Cultural sensitivity in business goes beyond mere awareness; it’s about actively adapting and responding to the diverse cultural landscapes in which businesses operate. This is crucial for building successful, respectful, and inclusive working environments and for creating products and services that resonate with a diverse customer base. As part of this series, we had the pleasure of interviewing Ekaterina “Kat” Nikitina.

Ekaterina ‘Kat’ Nikitina, the CEO and Founder of Marketoring, a digital marketing agency, is a visionary leader passionate about making a positive impact in the world. Marketoring specializes in a range of services, including branding, website design, digital marketing, book marketing, and cross-cultural marketing. Having lived in multiple countries and delving into the intricacies of four languages, Kat’s life is a testament to the rich tapestry of cross-cultural experiences. Her deep understanding of diverse perspectives has become a driving force in her advocacy for cultural sensitivity in the business world.

Thank you so much for joining us in this interview series. Before we dive into our discussion about cultural sensitivity, our readers would love to “get to know you” a bit better. Can you share with us the backstory about what brought you to your specific career path?

Thank you for having me! My journey into the world of digital marketing and cultural sensitivity has been a fascinating adventure. I’ve always been drawn to the power of communication and its ability to bridge gaps between diverse individuals and ideas.

In 2020, my passion for making a positive impact led me to establish Marketoring, a Los Angeles-based digital marketing agency that goes beyond the conventional. The idea was to create a space where entrepreneurs, authors, and thought leaders could amplify their voices and connect with their audiences on a deeper level.

Growing up in a multicultural environment and having lived in various countries, I experienced firsthand the beauty and richness of diverse perspectives.

My educational background in cross-cultural communication laid a strong foundation for understanding the intricacies of diverse perspectives. Throughout my life, I’ve immersed myself in languages, adding Finnish, Arabic, and Armenian to my repertoire alongside Russian and English. This linguistic diversity has not only been a personal passion but has significantly influenced my professional path.

After completing my education, I entered the dynamic field of marketing, and over the past decade, I’ve witnessed the transformative impact that effective marketing can have on businesses. However, it was during my time studying at California State University of Pomona in the Communication department, majoring in Public Relations, that I gained a deeper understanding of the nuances of strategic communication.

After delving into the world of business and witnessing the challenges entrepreneurs face in reaching their audience, I recognized a significant gap. The multicultural landscape of the United States, coupled with the global ambitions of many businesses, underscored the pressing need to adapt marketing strategies to various cultures. This realization became the catalyst for Marketoring’s unique approach — one that not only promotes brands but also fosters understanding and connection across cultural boundaries.

In essence, my journey has been shaped by a commitment to cross-cultural understanding, a rich linguistic background, and over a decade of experience in the marketing realm. Through Marketoring, I strive to contribute to the evolving dialogue on effective and culturally sensitive marketing practices in an interconnected world.

Can you share the most interesting story that happened to you since you started your career?

One of the most interesting and transformative experiences in my career was the opportunity to work with and learn from Amber Vilhauer. When I first encountered Amber, I was immediately drawn to her innovative approach to helping entrepreneurs and authors succeed in the digital age.

Working alongside Amber, I had the chance to meet and collaborate with amazing clients, some of whom were well-known figures. These experiences allowed me to gain firsthand insights into the challenges and opportunities facing authors and publishers today, while learning directly from Amber’s wealth of knowledge and expertise.

What truly solidified my decision to work with Amber was the alignment of our values and shared vision for making a positive impact in the world. During our initial conversations, it became clear that we had so much in common, from our passion for empowering entrepreneurs to our commitment to integrity and excellence in everything we do. I vividly remember noticing that even the eagles in our logos symbolized a shared sense of strength, vision, and determination.

Amber’s mentorship not only expanded my skills and knowledge in book publishing and book marketing but also fostered personal growth and development. Her unwavering support and guidance inspired me to push the boundaries of what I thought was possible and to continually strive for excellence in serving our clients and the broader community of authors.

I am incredibly grateful to Amber for the profound impact she has had on my career and personal growth.

You are a successful individual. Which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?

The first one is proactiveness. Proactiveness is about seizing opportunities and taking control of your destiny. In the competitive field of digital marketing, waiting for clients to come to you simply isn’t enough. Instead, it’s essential to actively seek out opportunities to showcase your skills and expertise. One strategy that has been particularly effective for me is proactive outreach. Instead of waiting for potential clients to find us, we actively reach out to individuals and businesses who could benefit from our services. This proactive approach not only helps us expand our client base but also allows us to build valuable relationships within our industry. Additionally, I’m a firm believer in the power of networking and word-of-mouth referrals. By asking satisfied clients to spread the word about our services and actively participating in networking events, we’ve been able to attract new clients and grow our business organically. Moreover, I’m not afraid to take calculated risks to further my career and business goals. This may involve offering a project or two for free to build our portfolio or investing in professional development opportunities to enhance our skills and expertise. Overall, proactiveness is about taking ownership of your success and actively pursuing opportunities to grow and thrive in your career.

The second is curiosity. Curiosity fuels innovation and drives exploration of new tools and technologies. With new tools emerging almost daily, it’s essential to stay curious and continuously seek out opportunities to learn and experiment. For instance, I recently came across an AI tool that can seamlessly voiceover videos in different languages while ensuring that the mouth movements sync with the words. Recognizing the potential of this tool to help my clients break into new markets, I took the time to explore its capabilities and integrate it into our marketing strategies. By maintaining a curious mindset and actively seeking out new tools and techniques, we’ve been able to stay at the forefront of industry trends and deliver innovative solutions to our clients.

Last but not least is open-mindedness. Being open to embracing new technologies has been crucial in the ever-evolving field of digital marketing. Initially, when AI started to gain prominence, many marketers viewed it as a threat, fearing it would eventually replace human expertise. However, I recognized the importance of adapting and leveraging AI to our advantage. By embracing AI-powered tools and algorithms, we’ve been able to streamline processes, enhance campaign targeting, and deliver more personalized experiences for our clients’ audiences. This open-minded approach has not only kept us ahead of the curve but has also positioned us to capitalize on the opportunities presented by emerging technologies.

Ok, thank you for that. Let’s now jump to the primary focus of our interview. How do you define cultural sensitivity in the context of your business, and why is it important for your company’s success?

Cultural sensitivity is an integral aspect of our business at Marketoring, as we work with entrepreneurs, authors, and thought leaders from diverse backgrounds and communities. At its core, cultural sensitivity refers to the awareness, understanding, and respect for the cultural differences and nuances that exist within various populations.

In the context of our work, cultural sensitivity entails recognizing and respecting the cultural symbols, colors, and traditions that may hold different meanings for different audiences. For example, when working with authors who wish to publish their books in different countries, it’s essential to understand that certain symbols or colors may be considered offensive or have negative connotations in other cultures. For instance, the color white symbolizes purity and innocence in Western cultures but is associated with mourning and death in many Asian cultures. Similarly, the symbol of the owl, often seen as wise and knowledgeable in Western culture, can be viewed as a harbinger of bad luck in some Indigenous cultures. By being culturally sensitive, we can help authors navigate these potential pitfalls and ensure that their message is received positively by their target audience.

Even within the United States, a multicultural country with diverse communities, cultural sensitivity is paramount. For instance, I’ve worked with an auto broker who serves members of different credit unions, each catering to distinct communities such as Disney employees, teachers, firefighters, and others. In crafting marketing messages for each group, it’s crucial to understand their unique values, preferences, and cultural nuances. What resonates with one community may not necessarily resonate with another, highlighting the importance of tailoring our approach to each audience with cultural sensitivity in mind.

Ultimately, cultural sensitivity is not only about avoiding cultural faux pas but also about fostering genuine understanding and connection with our clients and their target audiences. By embracing cultural diversity and being mindful of cultural differences, we can create marketing strategies that resonate authentically and drive success for our clients in an increasingly interconnected and multicultural world.

Can you share an experience where cultural sensitivity significantly impacted a business decision or client relationship?

Cultural sensitivity played a huge role in a recent decision I made to introduce cross-cultural marketing as a new service for our clients. It wasn’t just about expanding our business; it was about recognizing the diverse tapestry of backgrounds and experiences our clients bring to the table.

As I interacted with clients from various cultural backgrounds, it became clear that traditional marketing approaches often missed the mark when it came to connecting with diverse audiences. I saw an opportunity to bridge this gap by incorporating cultural sensitivity into our marketing strategies.

The decision to embrace cross-cultural marketing wasn’t just about numbers and growth; it was about empathy and understanding. It was about recognizing that effective communication goes beyond language and visuals — it’s about acknowledging and respecting the cultural nuances that shape how people perceive and engage with brands.

Drawing from my own experiences navigating different cultures, I knew that this shift would not only benefit our clients but also align with our values as a company. It’s not just a new service; it’s a commitment to fostering inclusivity and connection in everything we do.

I’m excited about the potential of cross-cultural marketing to not only drive business success but also foster deeper understanding and appreciation for diverse perspectives. It’s a journey I’m honored to embark on with our team and clients, and I’m confident it will lead to meaningful outcomes for everyone involved.

What strategies do you employ to foster a culturally sensitive environment within your team or organization?

One strategy I employ to foster a culturally sensitive environment within my team is leading by example. In my diverse team, which includes individuals from various cultural backgrounds such as Jewish, Syrian, Canadian, Portuguese, Armenian, Russian, and American, I prioritize open communication and understanding.

Reflecting on my experiences studying in university, I recall a discussion about cultural differences in understanding time. For example, different cultures have varying interpretations of punctuality. In Chinese culture, arriving precisely on time may be considered late, while in Latina culture, arriving on time may be perceived as rude. This realization inspired me to consider implementing cultural awareness training in the future to enhance understanding and sensitivity within my team.

Additionally, I actively share posts about cultural sensitivity on my personal social media accounts, promoting awareness and dialogue beyond the confines of the workplace.

How do you handle situations where cultural misunderstandings or conflicts arise in the workplace?

Handling situations where cultural misunderstandings or conflicts arise in the workplace requires a proactive and sensitive approach. While I’m grateful that so far we haven’t encountered such conflicts in my team, I recognize the importance of being prepared to address them if they arise.

In the event of a cultural misunderstanding or conflict, I would first strive to create an environment where all parties feel comfortable expressing their perspectives and concerns. Open communication is key to resolving misunderstandings and preventing conflicts from escalating.

I would then work to understand the root cause of the misunderstanding or conflict, taking into account the cultural backgrounds and perspectives of all individuals involved. This may involve facilitating a dialogue between the parties to clarify intentions, address misconceptions, and find common ground.

Ultimately, my goal would be to promote mutual respect, understanding, and collaboration among team members, fostering a culturally sensitive and inclusive work environment where everyone feels valued and supported.

Based on your experience and research, can you please share “5 Reasons Why Cultural Sensitivity is So Important in Business?”

1 . Expanding Market Reach. Cultural sensitivity opens up new opportunities for entrepreneurs to connect with diverse audiences, allowing them to expand their reach to new countries and communities. For instance, authors can share their stories with readers around the world by translating their books into different languages and adapting their book covers, bringing people together through the power of storytelling.

2 . Avoiding Misinterpretation and Offense. Cultural sensitivity helps businesses avoid misinterpretation and potential offense when engaging with clients, customers, and stakeholders from different cultural backgrounds. For instance, the fashion retailer H&M faced backlash and accusations of racial insensitivity when they released an advertisement featuring a young black child wearing a hoodie with the phrase “coolest monkey in the jungle.” The ad sparked outrage and protests, highlighting the importance of considering cultural sensitivities and avoiding imagery or messaging that could be perceived as offensive or insensitive. By prioritizing cultural sensitivity in marketing and communications, businesses can mitigate the risk of backlash and protect their brand reputation.

3 . Attracting and Retaining Talent. Creating a culturally sensitive workplace not only attracts diverse talent but also fosters a sense of belonging and inclusion. When employees feel valued and respected for their unique backgrounds and perspectives, they are more likely to stay with the company long-term. By nurturing a supportive environment where everyone’s contributions are celebrated, businesses can attract and retain top talent who are committed to driving success.

4 . Enhancing Brand Reputation. Cultural sensitivity is key to building a strong and positive brand reputation. When businesses demonstrate respect for diversity and inclusivity in their actions and communications, they earn the trust and loyalty of customers and stakeholders. By aligning their brand values with those of their audience and showing empathy and understanding, businesses can leave a lasting impression that resonates with people on a deeper level.

5 . Fostering Innovation. Cultural diversity fuels creativity and innovation within businesses, as different perspectives and experiences lead to fresh ideas and solutions. By embracing cultural sensitivity and valuing the unique contributions of each team member, businesses can create an environment where innovation thrives. When employees feel empowered to share their ideas and collaborate across cultural boundaries, they can drive meaningful change and propel the business forward.

In what ways has focusing on cultural sensitivity given your business a competitive edge or opened up new markets?

Focusing on cultural sensitivity has been a game-changer for us. It’s not just about marketing; it’s about connecting with people on a deeper level. By understanding and respecting different cultures, we’ve been able to reach new audiences and stand out in the industry.

One thing that sets us apart is our focus on cross-cultural marketing. Not many businesses offer this, but we’ve found it to be incredibly effective. It’s not just about selling; it’s about building relationships and trust with clients who value inclusivity.

This approach has opened up new markets for us and allowed us to grow in ways we never imagined. By putting people first and embracing diversity, we’ve been able to make a real impact and create lasting connections that drive our success.

You are a person of great influence. If you could start a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. :-)

If I could start a movement that would bring the most amount of good to the most amount of people, it would be the “Education for All” movement. The modern educational system has its merits, but it also has significant gaps. It often fails to teach practical life skills that are essential for success and fulfillment.

I envision an educational system that goes beyond traditional subjects and focuses on teaching practical skills that are relevant to everyday life. This includes topics like financial literacy, entrepreneurship, emotional intelligence, and relationship building. Imagine if every child learned how to manage their finances, file taxes, and build healthy, lasting relationships from a young age.

Furthermore, I believe in spreading this education to the poorest communities, where access to quality education is often limited. As someone who sponsors a child from Colombia through the Compassion charity program, I’ve seen firsthand the transformative power of education in breaking the cycle of poverty and empowering individuals to build a better future for themselves and their communities.

Ultimately, my goal is to make a bigger impact and empower others to do the same.

How can our readers further follow you online?

To connect with me online and stay updated on my work and initiatives, readers can follow me on my social media accounts and visit my website to opt-in for the weekly newsletter:

Instagram: https://instagram.com/ekaterina.aka.kat

LinkedIn: https://www.linkedin.com/in/ekatnikit/

Facebook: https://www.facebook.com/ekaterina.aka.kat/

Website: https://ekaterinanikitina.com/

Website: https://marketoring.com/

Thank you for the time you spent sharing these fantastic insights. We wish you only continued success in your great work!

About The Interviewer: Vanessa Ogle is an entrepreneur, inventor, writer, and singer/songwriter. She is best known as the founder of Enseo which she and her team grew into one of the largest out-of-home media and connected networks in the world, serving more than 100,000,000 people annually. Vanessa’s talent in building world-class leadership teams focused on diversity, a culture of service, and innovation through inclusion resulted in amazing partnerships and customer relationships. She collaborated with the world’s exclusive contract to provide movies to the entire U.S. armed forces for almost 15 years. Vanessa and her team’s relentless innovation resulted in120+ U.S. Patents. Her favorite product is the MadeSafe solution for hotel workers as well as students and children in their K-12 classrooms. Accolades include: #15 on FAST 100, 50 Fastest Growing Women-Owned 2018–2020, Entrepreneur 360 Best Companies 2018–2020, not to mention the Inc. 500 and then another six times on the Inc. 5000. Vanessa was personally honored with Inc. 100 Female Founder’s Award, Ernst and Young’s Entrepreneur of the Year Award, and Enterprising Women of the Year. Vanessa now spends her time enjoying her children, sharing stories to inspire and give hope through articles and speaking engagements. entrepreneurs-to-be with her articles including her LinkedIN newsletter Unplugged. In her spare time she writes music with her husband Paul as the band HigherHill, teaches surfing clinics, and trains dogs.

Please connect with Vanessa here on linkedin and subscribe to her newsletter Unplugged as well as follow her on Substack.