What is Conscious Culturalism and Why It Matters

Culture is one of the biggest buzzwords in business, and for good reason. Back in 2015, Merriam-Webster even named it the word of the year, and its importance has only grown since.

Open any trade publication, attend a conference or tune into an executive webinar, and you’ll likely hear leaders discussing the power of a strong company culture. This white-hot spotlight is a good thing, but it’s been a long time coming.

For decades, many leaders dismissed culture as a low-priority “nice to have.” Now, it seems the light has finally come on.

This heightened awareness—the deliberate act of recognizing and promoting the power of culture in business—is what I call Conscious Culturalism.

As a keynote speaker on company culture and author of the bestselling book, Culture That Rocks (Knight Speaker LLC), I want to help you explore what Conscious Culturalism means, why it’s a critical advantage, and how you can become a catalyst for cultural change, no matter your role in the organization.

The Power of a Culturally Conscious Organization

Conscious Culturalism is the act of raising awareness about the importance and power of culture for a business's long-term success. 

The higher an organization's collective cultural awareness, the better it performs against its competition. In fact, highly cognizant leaders, like those at Southwest Airlines, Hard Rock International and The Container Store view their culture as the primary competitive advantage—something impossible for others to replicate.

When you look at culturally strong brands like LEGO, In-N-Out Burger, or Walt Disney World, the results speak for themselves. In these organizations, employee morale is high and turnover is lower than industry norms. 

People are passionately engaged because there is clear organizational alignment, with everyone focused on achieving the company’s goals.

What begins as a deliberate internal focus magnifies into external, profitable, and sustainable results. The cultural consciousness in these brands is high, and it shows.

The Role of a Culture Catalyst

Leaders who use deliberate thought, strategy, and action to build a crystal-clear culture are culture catalysts. They understand that a company's "personality" is vital for its long-term health. 

While their external goal is to ingrain the brand’s culture into the customer’s mind, their internal goal is even more critical. They aim to raise the cultural consciousness of every employee to ensure the brand promise is delivered authentically, passionately, and consistently.

The Dangers of Low Cultural Consciousness

Believe it or not, some business leaders still dismiss culture's importance, viewing it as a nebulous, "touchy-feely" concept. To them, culture is the softer side of business, unworthy of serious attention. 

These executives may have never worked in a nurtured culture or simply don't acknowledge things that can't be easily measured. As a result, their cultural consciousness remains low and their perspective short-sighted.

A few leaders even see company culture as a hindrance to achieving top-notch business results. These type of leaders are content with muscling the results. And they most likely manage their businesss through threats, punishment, and fear. It’s so difficult to understand how this belief persists today, especially with so many examples to the contrary. 

Brands like Nordstrom, Coca-Cola, and Virgin Airlines prove that culture is critical for sustained success.

Leaders with a minimalist view of culture often credit the success of rock-star brands like Starbucks, Google, and Zappos to their product quality or financial resources. They overlook the vibrant culture that drives these companies and instead rely on old school ways of attaining results. 

This shows that even with the rising importance of culture, many businesses still need an intervention to raise their cultural consciousness.

How You Can Become a Culture Catalyst

Now is the time for you to take on the role of a culture catalyst. You might think that only founders and top executives can dramatically affect company culture, but what if you're not in a leadership position? Can you still make a difference without direct reports or high-level responsibilities?

Absolutely!

Middle managers and employees at all levels can impact and influence the culture. This is actually the crux of my storied career working for one of the greatest cultures in the history of cultures. 

Raising others’ perception of its importance may be the most powerful option you have. As I’ve said many times, "A single person with a great idea can start a revolution." 

That’s how countries get overthrown, philanthropic movements are started, injustices are righted, and company cultures get amped up. Conscious Culturalism isn't just about your own awareness; it's about raising the awareness of everyone around you. Anyone can do that. YOU can do that.

5 Ways to Raise Cultural Consciousness

Here are a few suggestions to help you start raising the Conscious Culturalism in your organization, no matter your title:

1. Connect Your Work to Company Goals

Actively link the brand’s core values to your daily activities and projects. When you demonstrate how your work supports the organization's larger goals, you reinforce the culture for yourself and your colleagues.

2. Become a Trainer or Mentor

Focus your career growth on opportunities to teach others. This is especially powerful during the onboarding process, as you can influence every new employee who joins the brand and introduce them to the culture from day one.

3. Get Involved in the Bigger Picture

Volunteer for committees, projects, or task forces whenever possible. This gives you a seat at the table in decision-making opportunities, allows your voice to be heard, and helps you learn more about the organization's "big picture."

4. Challenge the Status Quo

Respectfully point out when actions or decisions fall outside the brand’s stated culture or values. Having honest conversations with your supervisor or team about aligning with the culture can create meaningful change, even from the bottom up.

5. Lead a Philanthropic Initiative

Start or lead a company-wide philanthropic initiative. Uniting people around a cause that reflects the company's values is a powerful way to build camaraderie and reinforce a positive, purpose-driven culture.

Elevate Your Culture, Ignite Your Success

Listen, even as an expert on this stuff (Knight Speaker LLC), I don’t just talk about culture—I actively empower organizations to ignite real transformation from the inside out. 

My proven approach goes beyond theory, delivering practical tools and expert guidance that help businesses at every stage build vibrant, conscious cultures that drive engagement, loyalty, and lasting results. My ultimate goal is always Impact.

When you partner with me, you’re choosing experience, passion, and a commitment to bring your brand’s unique values to life.

Ready to spark positive change and become a true culture catalyst? Connect With Me Today to discover how my customized workshops, speaking engagements, and consulting can help your organization stand out and thrive.