Inclusive communication in organizational culture-building processes: an analysis at cervecería nacional del Ecuador

Abstract

This research article analyzes the impact of inclusive communication on the processes of strengthening organizational culture at Cervecería Nacional del Ecuador, specifically within the “Titánes” team in the Logistics department at the Pascuales plant, during the period from May to December 2025. The research addresses the tension between global diversity and inclusion policies and their effective internalization into the culture experienced by employees referred to as “owners.” Using a qualitative approach with a single-case study design, the study employed document analysis, semi-structured interviews, and non-participant observation, processed using ATLAS.ti software. The findings show that formalized inclusive language practices, platforms, and spaces strengthen autonomy and collective commitment. However, gaps persist in the systematic evaluation of inclusive language and in the implementation of diverse feedback mechanisms. It is concluded that inclusive communication serves as the backbone of cultural change, requiring deliberate coordination with internal communication to ensure that formal policies translate into authentic everyday experiences.