In today’s interconnected world, success in food safety and leadership depends on our ability to connect across differences. Whether it’s engaging with consumers, collaborating with cross-functional teams, or leading diverse organizations, we often find ourselves working with people whose experiences, perspectives, and values differ from our own.

Understanding those differences and embracing them is a talent that executives in any industry, especially those in marketing, would be wise to master. It’s an art that, Kelly McDonald, 4X best-selling author has studied over the course of her career as a leading expert in marketing, sales, consumer trends and customer experience.

During the latest Women in Food Safety meet-up, McDonald explored practical strategies for marketing to audiences who may not think, look, or act like you, touching on how empathy, cultural intelligence, and inclusive communication can break down barriers and build trust.

One of Kelly’s first examples of how this plays out in food and beverage really struck me, and it was about Burger King’s breakfast menu.

She pointed out that in New York City, if you order a Burger King breakfast sandwich, it comes on a bagel. In Alabama, it’s served on a biscuit. Why? Because Burger King understands that not all “kings” crave the same breakfast crown. The company knows that people want to feel seen, and that their tastes, habits, and cultural preferences matter.

That’s not just a good menu strategy — it’s brilliant marketing.

Just as Burger King adapts its offerings to reflect local flavor, great marketers adapt their messages to reflect the people they’re trying to reach. In the world of food safety (or any industry really), this approach isn’t optional. If we want our message to resonate, we need to understand the diverse personas that make up our customer base.

Understand What Different Audiences Value

There’s no one-size-fits-all audience anymore. Each group has its own expectations, shaped by culture, generation, and life experiences. Although these audiences vary greatly, everyone shares one commonality. We all spend money, time, and effort on things we value.

During her presentation, Kelly discussed preferences and values across audiences, clarifying that the following points are very broad generalizations that are strictly research-based and may not apply to everyone.

• Millennials are likely to expect fast, easy, and frictionless They’d rather do it themselves than wait on a call or navigate clunky systems.
• Black audiences are the group most swayed by brand values and diversity practices. They want to see themselves and others represented authentically in marketing, not as an afterthought.
• Asian audiences often prize diplomacy and respect. In business, simple gestures can go far, like presenting a business card with the text facing the recipient and taking a moment to study theirs in return.
• Southeast Asian audiences tend to respond strongly to heritage, accolades, and reputation. They admire brands that can credibly position themselves as “best in class.”
• Hispanic/Latino audiences often value relationships over transactions. Building trust takes time, and the sale doesn’t come until after the bond is formed.

It’s also essential to remember that business doesn’t move at the same speed everywhere. While the U.S. culture prizes instant responses and quick deals, many global cultures prioritize rapport over rush.

Personalize How You Communicate

Not everyone prefers the same style of communication. Some clients appreciate a Zoom meeting where they can see your face for a more personal interaction. Others who are constantly on the go may prefer a traditional phone call that they can take while driving or walking their dog. Some are morning people; others aren’t at their best until the afternoon or evening.

Asking simple preference questions like, “Would you prefer a Zoom meeting or a direct call?” or “Is morning or afternoon better for you?” shows respect and awareness.

That’s what personalization really means: not just knowing what people want, but how they want to engage.

The Role of Gender Intelligence

It shouldn’t come as a surprise that gender can also influence communication and decision-making styles. This doesn’t mean we should be leaning into stereotypes. Instead, it means recognizing patterns of preference and tailoring accordingly.

For starters, Kelly discussed how research shows that women read more testimonials and reviews before making purchasing decisions. They also trust other women’s voices, even if the review is coming from someone they’ve never met. According to research, when working with women or advertising to women, it’s best to offer options. Choice equals empowerment. Whether it’s multiple pricing tiers, product colors, or service packages, variety signals respect and trust.

For men, research shows quite the opposite. When presented with too many options, deciding on one feels like a challenge. It’s best to simplify or lean on the “power of three.” AKA, three pricing tiers, three product options, three key benefits. Two feels restrictive; four feels overwhelming.

Inclusion is Not Optional

Diversity without inclusion is performative. Representation without respect is empty. This is why the best brands co-create with various communities rather than simply advertising to them.

Just as a great chef adjusts a recipe based on the feedback of those around the table, we must listen, include, and evolve mindfully.

“Inclusion isn’t charity. It’s a strategy,” said McDonald.

When you build marketing for everyone, everyone wins. So no matter if you’re marketing a breakfast sandwich or a food safety certification, the secret is the same: listen, adapt, and personalize.

Treat every customer like royalty — not by giving them all the same crown, but by crafting one that fits them.

Editors Note: Presentations like these are hosted on a monthly basis for all of the members of Women in Food Safety. Click here to become a member of WIFS today!

The Food Safety Consortium Conference and Food Safety Tech has supported WIFS for five years has published a dedicated Women In Food Safety column.