What to know

While originally a linguistic term to refer to bilingual speakers alternating between two languages (mainly their native language and the majority language of their adopted country), today code-switching refers to someone shifting between cultures, identities, and tones to fit within a particular context, often to conform to the dominant culture.

There are many reasons someone may code-switch, but they mainly include a desire or need to fit into the dominant culture, a fear of reinforcing stereotypes, or a need to achieve a goal, such as securing a job. 

Though nearly everyone code-switches in some ways, the burden usually falls disproportionately on members of historically underrepresented groups, and it can be detrimental to an individual’s sense of belonging when code-switching feels forced. 

In the context of marketing, understanding how code-switching operates helps address DEI internally within a company culture and externally in campaigns. Being mindful of code-switching can help create company cultures and products/services that are welcoming for all. Building a brand supporting DEI may call for a business culture that doesn’t demand stakeholders code-switch.

Additional resources

• How code-switching explains the world (NPR)
• The costs of code-switching (Harvard Business Review)