One of the 2024 initiatives of the DEI Committee is to increase awareness of the employee and customer experience around celebrations and observances that might be unfamiliar but are important to fellow members, colleagues, and customers. This month, we spotlight Diwali, the Festival of Lights—a celebration that transcends borders, illuminating homes, hearts, and communities worldwide.
As a proud immigrant Indian who deeply cherishes Diwali, I look forward to celebrating the festival with friends and family, indulging in sweets, creating beautiful rangoli, and sharing the sense of warmth that this special time of year brings. Diwali is more than just a festival; it’s a heartfelt experience rooted in love, togetherness, and the triumph of light over darkness. Yet, its beauty extends far beyond the rituals. For many, preparations begin weeks in advance—cleaning homes, shopping for gifts, and planning elaborate meals, all while navigating the usual demands of work and life.
In India, entire communities come alive during this season. Streets are adorned with twinkling lights, markets buzz with excitement, and the air is filled with anticipation. People take time off work to gather with loved ones, exchange gifts, and celebrate joyfully. Similarly, in countries like the U.S., UK, and Canada, Diwali holds special meaning for immigrants. It offers a
moment to reconnect with their roots and pass on traditions to the next generation, even while living far from home. The festival serves as a bridge between cultures, blending the vibrancy of South Asian traditions with the warmth of communities that have welcomed them.
The worldwide economic impact of Diwali is growing each year. “In Diwali 2021, stores on Amazon clocked a 2x spike and sold over 10 products every minute!”, states this post from MaxiomWealth.com [1]. In 2022, Diwali-related sales in India alone surpassed ₹2.5 trillion (around $30 billion USD), driven by pent-up consumer demand following the pandemic. Even major retailers like Target, Walmart, and Costco are now catering to Diwali by stocking shelves with Diwali-specific goods. “The rise of Diwali as a commercial occasion in the US, says Satpathy-Singh , likely saw a boost from the e-commerce boom of recent years, in which specialised brands were more easily able to send a range of Diwali offerings to a recipient's doorstep.” [2]
For businesses, however, this time represents more than just heightened shopping activity, it's an opportunity to connect with customers on a personal level. Understanding the importance of Diwali means recognizing the shift in expectations around service, communication, and experience. Patience, respect, and flexibility are essential when working with customers and employees who are immersed in this season of festivities. Small gestures, like a thoughtful Diwali greeting, festive promotions, or adjusting service hours, can go a long way in making customers feel seen and valued
Enlightening Experiences During Diwali
Supporting your customers during Diwali isn't just about offering discounts or deals—it's about creating meaningful experiences that reflect the values of family, gratitude, and abundance that the festival symbolizes. Retailers can craft curated Diwali gift sets, while service providers can offer personalized packages that cater to the spirit of celebration. Whether it's a hospitality company designing a special Diwali menu or an e-commerce platform offering expedited shipping for last-minute gifts, the opportunity to align your services with your customers' needs is immense.
Moreover, being mindful of customers' preferences during this time can strengthen relationships. Diwali is often a time for reflection and religious observances, meaning people might prefer a slower pace or appreciate communication that acknowledges the holiday. Simple yet thoughtful gestures like extended return policies or acknowledging the festival in emails can demonstrate that your brand understands and respects the cultural importance of Diwali.
The Heart of Diwali
Diwali is celebrated by Hindus, Jains, Sikhs, and some Buddhists, but its essence of light and hope resonates with people of all backgrounds. Whether it's the lighting of oil lamps to symbolize the victory of good over evil, the sharing of sweets to strengthen bonds, or the creation of vibrant rangoli to welcome prosperity, Diwali is a time for renewal and connection. In every corner of the world, from India to Canada, the U.S., and the UK, communities come together to embrace the festival’s spirit, lighting up their lives with joy, laughter, and love.
In a world where our differences can sometimes feel like barriers, celebrations like Diwali remind us of what we share—a desire for connection, hope, and a sense of belonging. By recognizing and understanding Diwali, we not only honor the richness of our colleagues' and customers' cultures but also open our hearts to the warmth and unity that this festival inspires.
This Diwali let's take the opportunity to illuminate our workplaces and customer experiences with inclusivity, empathy, and genuine care. Whether you're celebrating or simply supporting those who do, the Festival of Lights is a chance to brighten the lives of everyone around you.
Let’s work together to create heartwarming experiences that bring light to the lives of our colleagues and customers alike. This month, take time to understand how Diwali may affect both employee and customer behaviors, and leverage this awareness to enhance both the customer and employee experience in ways that celebrate diversity and inclusion.
As diversity remains a CXPA Core Value, the Diversity Advancement Committee is dedicated to fostering a culture of inclusivity and belonging, where everyone feels welcomed. You may find more resources at cxpaglobal.org/diversity. For more tips on integrating diversity, equity and inclusion into a CX ecosystem, download our free eBook. (CXPA login required)
[1] The Economic Impact of Diwali
[2] Why Diwali spending is primed to rocket in the US
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