Understanding Intersectionality: A Key to Communicating Inclusively

By Crystal Borde and Carol Wilkerson, PRSA NCC DEI Committee Co-chairs

PRSA celebrates Diversity, Equity and Inclusion (DEI) Month each October. PRSA’s goal for DEI Month is to Increase awareness and build on ongoing efforts to create greater opportunities and a more expansive profession for everyone. Visit the PRSA website to learn more. Are you interested in getting involved with the PRSA NCC’s DEI Committee? Email info@prsancc.org today to connect.

As communicators, we aim to craft messages that resonate with diverse audiences. But do we consider the full spectrum of identities that make up those audiences in our daily communications and marketing work?

To truly create more inclusive and impactful content, communicators need to understand the concept of intersectionality and how it affects the way our audiences experience the world. At the same time, we need to be mindful of how they, in turn, interact with what we are communicating out there.

What is Intersectionality?

Intersectionality is a term coined by legal scholar Kimberlé Crenshaw in 1989. The term refers to the interconnected nature of identities such as race, ethnicity, gender identity, economic status, sexual identity, ability and more, which can create overlapping systems of discrimination or disadvantage. For example, a Black transgender woman may face biases not because of her gender identity or race alone, but because of the specific layers of those identities together.

Intersectionality reminds us that individuals do not experience the world from just one vantage point, and that our communication approaches need to reflect the complexity of how they identify. Not factoring intersectionality into our audience research work could result in us excluding important understanding, voices and perspectives that could enhance how we do what we do.

Audience segmentation — a commonly used communication research approach that involves dividing an audience into smaller groups based on shared characteristics —– and intersectionality may seem similar. However, while audience segmentation categorizes people based on identity factors to tailor messages for specific audience groups, intersectionality goes a step further.

Intersectionality acknowledges how multiple aspects of identity intersect and influence individuals’ experiences and needs.

Both approaches help communicators create more nuanced and relevant messaging, ensuring that content resonates more authentically with diverse audiences. Ultimately, they both emphasize the importance of understanding the varied perspectives that exist within any given audience to connect more deeply and avoid oversimplification.

Why Intersectionality Matters in Communications

• Reach a Broader Yet More Specific Audience: Intersectionality helps communicators think beyond siloed identities (e.g., just women, just LGBTQ+ individuals) and consider how multiple elements of identity interact. Acknowledging this can make messages, strategies and tactics resonate more deeply with people who identify in these intersections. The Dove “Real Beauty” campaign initially focused on breaking stereotypes about beauty standards for all women. However, subsequent iterations, such as the “Real Beauty Pledge,” became more intersectional by featuring women of various races, body types and ages — expanding its reach to a broader audience. This inclusion of diverse identities connected Dove to those often overlooked by mainstream beauty marketing.
• Avoid Stereotypes and Oversimplifications: When communicators fail to understand the concept of intersectionality, we risk reinforcing stereotypes or presenting a one-dimensional view of audience groups. For example, a campaign that celebrates women’s achievements may unintentionally overlook the unique barriers faced by women of color, low-income women or women with disabilities. In the tech industry, campaigns like Google’s “Made with Code” initiative targeted girls interested in coding. However, when the focus shifted to include Black and Latina girls who face additional barriers to entering STEM fields, Google recognized that not all young women have the same access to resources. The campaign partnered with organizations like Black Girls CODE to address specific challenges faced by girls of color in tech and in so doing, created a more inclusive and effective program.
• Improve Authenticity: In today’s landscape, audiences quickly spot inauthentic or tokenistic attempts at inclusion. It’s our job as communicators to move beyond surface-level diversity and create messages that authentically represent the people they want to engage. Nike’s “Until We All Win” campaign embraced intersectionality by celebrating athletes from multiple underrepresented identity communities, including Serena Williams (a Black woman in tennis), Caster Semenya (a Black intersex athlete), and Colin Kaepernick (a Black male football player and activist). Rather than focusing on one aspect of their identities, the campaign featured the fullness of their personal and professional narratives, helping to build stronger connections with diverse audiences.

How Can We Apply Intersectionality as Communicators?

• Seek Diverse Team Input: Ensure that your communication strategies are shaped by people with diverse perspectives. A team that reflects various identities can see potential blind spots in messaging.
• Deepen Audience Research: Go beyond general demographic data. Understand the unique challenges and experiences of your audience segments, particularly those at the intersection of multiple identities. Use focus groups, surveys and community engagement to gather rich insights.
• Use Inclusive Language: Be mindful of how language can either include or exclude. Avoid blanket terms that erase the complexity of identities (e.g., using “women” to refer to a homogenous group). Instead, consider using language that acknowledges diversity within groups. Check out the Diversity Style Guide or Conscious Style Guide for guidance.
• Prioritize Authentic Visual Representation: When selecting visuals for your organization’s content, really think about what those images are saying and showing, from the people featured to the settings themselves. Ensure your imagery reflects a broad spectrum of experiences, not just token representations. Consider how race, ethnicity, gender identity, age, ability, and other identity communities intersect in the visuals you choose.
• Check Your Bias and Assumptions: Before launching a campaign or putting out messages and content, take the time to examine your implicit biases about your intended audience. Is your approach based on actual knowledge and research? Or have your assumptions snuck in? Are there voices missing from your narrative?

Understanding and applying intersectionality in communications is not just about playing defense so that you avoid mistakes or reduce harm. It’s really about being proactive in enriching your work with more depth, authenticity and inclusivity. By recognizing that individuals live in the intersections of multiple identities, we can create content that speaks to the whole individual and resonates more meaningfully with diverse audiences.