Articles
Changing Perspectives... on Email Etiquette and Inclusion
Changing Perspectives...
on Email Etiquette and Inclusion
The MFA DE&I Council would like to see an industry where everyone can thrive, feel heard, supported, and safe to do their best work. Let’s meet the Changers who are sharing their own lived experiences to inspire us all to change for the better.
Changing Perspectives... In defence of emojis - is 'unprofessional' email etiquette actually inclusion?
Natalie Sareff, Strategy Director, Spark Foundry Australia
Confession: I spend way too much time on LinkedIn.
I’ve stayed way past the wave of ‘what getting engaged/moving house/clipping my toenails taught me about B2B sales’.
I’ve endured the AI slop.
But I was finally tipped over the edge by one line in a guide on ‘Email Etiquette for Professionals’:
“Avoid using slang, emojis, or overly informal language in professional settings.”
Slang, I understand. Whether it’s specific to generation, culture, or occupation, slang can be exclusionary. I should know – for 20+ years I used idioms from my dad’s first language, isiZulu, and no one knew when I was warning them that it was raining outside a windowless classroom. Sorry, damp university friends.
But I will not let ‘etiquette influencers’ take my emojis. And I don’t think you should, either. Because emojis are one of our most useful, universally recognisable tone indicators.
What’s a tone indicator, you ask? Grammarly says: “Tone indicators are simple symbols or letter combinations that show what sentiment a message is meant to express.”
They can help anyone who struggles interpreting the vibe of an SMS (we’ve all been on the receiving end of a ‘k’). But they’re particularly helpful to Autistic people, and folks who experience anxiety or ADHD.
If you text me, ‘Can we talk ASAP?’, I (hopefully) look reasonably chill. But I’ve already assumed I’m something I like to call ‘quadruple fired’ (fired, then immediately rehired, specifically so I can be fired again… You get the idea). For neurodivergent workers, imagination can be a strength, but also an anxiety nightmare.
Here are some tactics I’ve picked up to incorporate tone guidance into communication.
- Use a couple of extra words to add tonal context. A meeting invite called ‘Quick Chat (good news)’ provides more reassurance and clarity than ‘Quick chat’.
- Meeting agendas! An Outlook invite can frame an unexpected conversation beautifully – or leave the recipient spiralling. If you can’t provide open context due to confidentiality, use the private appointment functionality.
- Chat to your direct reports about whether they like dicey news immediately or prefer time to prepare. Neurodivergent people often experience rumination, where negative possibilities psychologically overwhelm. They may prefer limited overthinking time.
- If you feel awkward using formal tone indicators like /gen (genuine) or /srs (serious), emojis can often work. From indicating a joke, to acknowledging a message has been received or expressing appreciation, emojis are one of the simplest ways to add tone and make communications clearer.
I’m sure there are folks who respond to chat like this with a wry chuckle, or mutter about ‘coddling millennials’.
However, after a year of significant changes across the industry, most of us have earned our badge of honour for suffering through a baseline of anxious uncertainty. Is there harm in devoting a few extra seconds a day to lending each other a little grace?
After all, sometimes even a direct manager or client deserves a little 
as a treat.
To broaden your understanding of DE&I, complete the SBS Core Inclusion course – Australia’s leading online DE&I training course – available for free to MFA member employees.
Changing Perspectives... on Visibility beyond Stereotype
Changing Perspectives...
on Gender
The MFA DE&I Council would like to see an industry where everyone can thrive, feel heard, supported, and safe to do their best work. Let’s meet the Changers who are sharing their own lived experiences to inspire us all to change for the better.
Changing Perspectives... Visibility Beyond Stereotype
Jennifer Thomas, Associate Director, Experience Strategy, Merkle Australia
I’m slowly catching up on the medical drama The Pitt. In season 1, there is an episode where a transgender patient, Tasha Cordera, was treated for a routine health issue. Her gender was not the plot point. There was no tragic backstory or struggle for acceptance. Instead, the show highlighted a simple, powerful act: a nurse noticed that her medical chart was incorrect and updated it to reflect Tasha’s correct pronouns.
This is so powerful, but so rare. In media and advertising, we over-index on the narrative drama of the struggle of queer people because it creates a quick, high-stakes narrative for a thirty-second ad. While this might be effective for immediate recall, it relies on stereotypes that do a disservice to our actual lives. We are more than our challenges.
And on the other end of the spectrum, artists like Ethel Cain use their platforms to show their trans bodies in ways that defy traditional expectations of what a woman or a transgender person is meant to be. Both incredibly vulnerable, while also a powerful rejection of the need to be palatable to others.
For true visibility, we need both: the quiet updating of a medical chart and the loud, proud declaration of identity.
For many queer people, visibility without protection is a trap. I have worked with colleagues who choose to remain in stealth mode because being known as transgender could put their physically safety at risk. When we ask people in job applications if they need additional support, many say no. They do not want to take up space or, more importantly, they do not want to become a target.
As leaders, we cannot simply state that the door is open. If a person takes a leap of faith to be authentic and is met with bullying, awkward silence, or physical harm, the leader has set them up to fail. True inclusivity requires proactive evidence.
I have experienced this personally. My manager had simply included pronouns in their email signature: a simple gesture that let me know I was safe with them. But when I came out to them, they didn’t just offer platitudes. They asked for my consent to handle the difficult conversations for me. By doing some of the heavy lifting, they proved she had my back and made the workplace a genuinely safe space for me to do my best work.
To change our industry, leaders must be the ones to take the first uncomfortable step. They must prove that vulnerability will be met with support rather than risk – that’s the only way to move beyond performative dates on a calendar and toward a culture where everyone belongs.
To broaden your understanding of DE&I, complete the SBS Core Inclusion course – Australia’s leading online DE&I training course – available for free to MFA member employees.
Changing Perspectives...
on Inclusion
The MFA DE&I Council would like to see an industry where everyone can thrive, feel heard, supported, and safe to do their best work. Let’s meet the Changers who are sharing their own lived experiences to inspire us all to change for the better.
Changing Perspectives...
What shaped you early on and what shapes you now?
Nisha Rajamani, Senior Client Partner, Carat Melbourne and Harinder Singh, Digital Manager, Carat Melbourne
Harinder: Growing up, I was surrounded by ambitious and competitive people. This environment had a significant impact on me. Whether it was trying to win every game of football, getting into the best university or climbing to the next rung of the advertising ladder, my peers were always striving for the best. Seeing your family work long hours in manual labour jobs while navigating hostile environments, forces ambition. I wanted to succeed to keep up and honour the hard work my family had gone through. University and early career were hence dominated by a desire to always be ‘winning’. Good grades and promotions were milestones of self-worth. What shaped me back then was a definition of success based on winning and proving myself.
Ten years on, my perspective has changed. I still consider myself ambitious. However, my ambition is less focused on accolades and more on fulfilment. In my personal life, my fulfilment comes from hobbies, family and friends and prioritising health. At work, fulfilment comes from creating quality work and building great relationships. I have redefined success to come from contentment, not competition, shifting my goals positively. So now, my priorities are shaped by things that fulfill me holistically.
Nisha: I began my career when brown faces were rare and diversity was absent from conversations. As an Indian Australian, I instinctively minimised markers of difference, focusing on assimilation to fit corporate norms. At the time, success felt tied to blending in rather than standing out.
The industry has since evolved, placing emphasis on multiculturalism and inclusion, which has changed how I show up at work. Instead of suppressing parts of my identity, I draw on them, bringing together my experiences as an Indian Australian and as a parent to inform how I think, lead, and contribute.
Joining the inaugural MFA DE&I Council marked a key turning point. It helped me move from an inward focus on fitting into an outward focus on impact. I began to think critically about how I could influence equitable workplace practices and help shape client strategies that better reflect the diversity of the audiences we serve. My mindset has shifted from self-preservation to purposeful contribution, grounded in the belief that representation, combined with action, can drive meaningful change.
When have you felt proud of who you are at work?
Harinder: For those of us coming from migrant backgrounds, assimilation is implicitly drilled into our psyche, where the need to fly under the radar is second nature. So during Diwali, when those of us from South Asian backgrounds wore traditional clothes to work and served the food of our ancestors to our colleagues, it felt like a seminal moment.
Among people of colour, particularly in diaspora communities, there can be a tendency to tone down our celebrations. On Diwali at Dentsu, we didn’t feel this. I donned a Punjabi Kurta and Phulkari like the Maharajas and freedom fighters that came before me and honoured their legacy by moving with comfort and confidence in an environment that wasn’t built for us.
All parts of India were represented, from Delhi to Amritsar. Telangana to Odisha. We wore Dupattas, Saris and Kurtas. We shared Biryani and Gulab Jamun with our colleagues and celebrated our culture together. The aromatic flavours and colours of the motherland engulfed our Cremorne office, and we felt a pride that came from not only surviving away from home but thriving too. As we champion such events we foster a true sense of belonging.
Nisha: Early in my career, I focused on fitting into workplace culture, aware of the lack of diversity compared to the multicultural university environments I had left behind. While proud to be Indian Australian, I kept those identities separate, living what felt like two parallel lives. Within the Indian community, I was a Bharatanatyam dancer, fluent Tamil speaker, and lover of spice. At work, I was simply a planner-buyer defined by my agency and clients. It often felt incongruous to see celebrations like Easter and Christmas embraced so openly while the cultural moments that shaped my identity went largely unrecognised.
It wasn’t until a decade later that I experienced the pride of integrating these identities. In 2012, my sister and I organised a Bharatanatyam performance to raise funds for Oxfam. The response from the media community was both surprising and deeply encouraging. My agency’s managing director supported the initiative, colleagues attended, and media partners offered sponsorship. That moment revealed an industry capable of genuine curiosity and openness.
Looking back, it marked a turning point. It broadened my sense of belonging at work and shaped my commitment to inclusion. Today, I am proud to foster environments where diverse identities are valued and celebrated.
To broaden your understanding of DE&I, complete the SBS Core Inclusion course – Australia’s leading online DE&I training course – available for free to MFA member employees.
Changing Perspectives...
on Inclusion
The MFA DE&I Council would like to see an industry where everyone can thrive, feel heard, supported, and safe to do their best work. Let’s meet the Changers who are sharing their own lived experiences to inspire us all to change for the better.
Changing Perspectives... Finding your voice before you feel ready
Clara Anvito, Digital Executive, Dentsu
Hello! I’m Clara. I was born and raised in Indonesia and moved to Melbourne at 18 for university. I’m now a Digital Executive at detnsu.
I’ve only been in the media industry for just over a year, and one of my biggest challenges has been finding my voice and my place within it.
The pace of this industry doesn’t make it easy. There’s always something new to learn, creating a constant feeling of needing to not only catch up, but keep up. Whether it’s new platforms, tools, or the growing conversations around AI reshaping media and the need to future-proof your craft, it often feels like you’re expected to evolve as quickly as the industry does.
These uncertainties are universal. But when you’re still crawling your way in the industry, it can feel like you’re always one step behind. Just as you begin to feel confident in your skills – whether it’s earning a certification or owning your campaign independently – the industry has already moved on to the next big thing.
Dealing with impostor syndrome
Being surrounded by people with more experience, perspective, and depth, it’s hard not to question how you measure up. Even in a role I worked really hard towards, there is this underlying insecurity that I haven’t fully earned my place and that I might just be ‘one of the lucky ones’.
For me, that pressure turned into self-doubt. I felt like I constantly needed to prove my value, either by always finding something new to bring or by striving for perfection in everything I did. Ironically, it held me back. I often defaulted to being a “sponge” – observing, absorbing and learning as much as possible, so that one day, I’d have ‘enough’ to speak up and contribute meaningfully.
Redefining what it means to be ‘Junior’
Over time, I realised that being early in my career isn’t a disadvantage, but it’s kind of my secret weapon. As a junior, I bring curiosity, adaptability, and the eagerness to learn. As I started my career in an environment of constant change, I’ve become comfortable with it.
It’s no longer about proving I belong in the same room as my seniors, but recognising that I bring something different – and that real value comes from combining those strengths. That only works when there is space for both.
Making space for every voice
For leaders, intentionally creating that space is critical. Actively inviting input, encouraging ownership and decision-making, and providing stretch opportunities that challenge us beyond our comfort zone creates a safe ground for us to grow.
Equally important is recognising and valuing our contributions and ideas. When people feel safe to share fresh perspectives, teams become more multidimensional, and that’s where real innovation happens.
For those still finding their footing, like I am, you don’t need to have all the answers to add value. There’s growth in being the least experienced person in the room. You’re the one with the most to learn, and therefore, the most to gain. It’s freeing when your career is no longer defined by the pursuit of excellence, but rather, curiosity, willingness to learn, and the resilience to navigate the unknowns.
I’m extremely grateful to be part of an agency where every voice is heard and celebrated, regardless of your role. It’s refreshing to see initiatives that provide mentorship, opportunities to engage in decision-making with senior leadership and to participate in industry awards.
This is both a thank you to my agency and a nudge to our industry.
When we continue to empower and lift one another, no matter where we are in our careers, we not only grow as individuals, but we move the industry forward together.
To broaden your understanding of DE&I, complete the SBS Core Inclusion course – Australia’s leading online DE&I training course – available for free to MFA member employees.
Changing Perspectives... on Lunar New Year and Cultural Nuances
The MFA DE&I Council would like to see an industry where everyone can thrive, feel heard, supported, and safe to do their best work. Let’s meet the Changers who are sharing their own lived experiences to inspire us all to change for the better.
Changing Perspectives... Lunar New Year (or Chinese New Year?)
Charles Xu, Diverse Director, OMD
You may be thinking: Another Lunar New Year article?! It’s already March!
I get it. The lanterns have come down, the decorations have returned to storage, and most brands have moved on to the next multicultural moment.
But the Lunar New Year conversation wasn’t just about celebrations this year. It intensified.
It all started in 2025, that Chinese tea brand CHAGEE issued an apology after facing backlash for using the phrase “Lunar New Year” instead of “Chinese New Year” on social media.
This year in Australia, posts from major broadcasters ABC and SBS celebrating Lunar New Year drew waves of negative comments, with many debating the terminology. Some people from Chinese backgrounds argued strongly that the festival should be recognised as Chinese New Year, citing its historical origins in China. In SBS’s case, the reactions escalated to the point where posts had to be removed (see images below).
What began as a cultural celebration quickly became a cultural flashpoint.
For communications professionals, the question is not simply whether we should call it “Lunar New Year” or “Chinese New Year”. The more important question is what caused the reaction in the first place.
For many Chinese people, the response reflects a sense of cultural pride. The festival’s origin, traditions and customs trace back thousands of years in China. When the term “Chinese New Year” is replaced in public messaging, many interpret it as a loss of cultural recognition.
But the conversation becomes more complex in multicultural societies.
Across Asia, the same lunisolar calendar evolved into different celebrations, such as Tết in Vietnam, Seollal in Korea, and others. In that context, “Lunar New Year” emerged as an inclusive umbrella term acknowledging multiple traditions.
And this is where the tension sits.
For many Chinese audiences, “Lunar New Year” can feel like cultural erasure. For others, using “Chinese New Year” as a blanket term overlooks the identities of other Asian communities. Both perspectives are rooted in identity and belonging.
None of this means one side is right and the other is wrong. It simply shows how extremely complex cultural conversations can be.
My bigger concern is something else entirely: brands getting cold feet.
If every attempt to acknowledge a cultural moment risks backlash from one side or another, the easiest response is silence. But avoiding cultural celebrations is not the answer. It simply pushes multicultural communities further away from mainstream communications.
Instead, this moment should challenge our industry to develop a higher level of cultural intelligence.
Diversity can’t be approached with a single label or message. Cultural intelligence requires understanding audience, platform and context before choosing the language. Sometimes the most inclusive approach is not picking one universal term but recognising multiple traditions side by side.
In an increasingly diverse Australia, cultural conversations will always be a little messy. But that is exactly why brands should not step away from them, but instead, step up to them.
If this topic sparks thoughts about how we approach cultural nuance in campaigns, I always welcome a conversation. Comment below or find me on Linkedin.
To broaden your understanding of DE&I, complete the SBS Core Inclusion course – Australia’s leading online DE&I training course – available for free to MFA member employees.
