Culture is an organized group of learned responses, a system of ready-made solutions to the problems people face that is learned through interactions with others in society (Amodeo and Jones, 1997). Cultural belief systems interact with all aspects of information processing. In fact, culture provides the foundation for schemata used to process memories, form personality expression, and determine appropriate reactions to environmental stimuli (Seibert et al., 2002).
With the world population constantly growing and the percentage of minorities steadily increasing, the importance of cultural sensitivity is in critical need of attention (Zweifler and Gonzalez, 1998) and content creators have a crucial responsibility. They should develop contextualized content that activates the recipient’s prior knowledge and taps into their cultural capital.

Marketing or advocacy efforts will resonate better with consumers when showing a deeper understanding of the differences in cultural and social norms.
That is why we don’t translate, we recreate.

Arabic-speaking countries rank last on the Global Gender Gap Report. That is why we believe gender-inclusiveness is an urgent matter in contemporary Arabic content. AYADEN is committed to change the so-called andro-centricity of Arabic, using the incredible resources this language contains.

But inclusiveness is not only about gender. It is a commitment to equity. Inclusive means respectful, accurate, person-centered, empathy-driven, accessible and relevant to all. It uses processes and words that are free from stereotypes and biases and represent the diversity of our world.

Inclusiveness is right. Inclusiveness is profitable as well. This is backed by market research which showed the superior impact of inclusive advertisements on purchase intent, loyalty, and trust when compared to all other advertisements (see Microsoft Advertising’s research on The Psychology of Inclusion and the Effects in Advertising).

AYADEN is committed to equity, diversity and inclusion, and promoting inclusive Arabic is at the core of our mission.

Bridging the knowledge gap between specialists (technology developers, policy makers, scientists, etc…) and laypersons (customers, learners, general public) is a crucial challenge for organizations dealing with specialized knowledge and/or diverse audiences.

Content producers often suffer of the so-called “curse of Knowledge” which is the cognitive prejudice that occurs when a person, communicating with other individuals, inadvertently assumes that they have the suitable background to understand.

This challenge becomes more difficult when it comes to delivering specialized content to Arabic-speaking non-specialists, given linguistic and cultural asymmetry. Addressing this challenge therefore requires a wide skillset including linguistic creativity, field mastery, communication expertise, and more importantly, the dual passion for Knowledge and Arabic.

We’re moving quickly toward an information society.

We’re moving quickly towards a more fluid and less fixed web that is easily accessible on a multitude of devices. But the available Arabic content is far from future-ready. Arabic content creation should therefore be sensitive to emerging trends, new ways of working, social and economic transformations, disruptive new technologies, and so on….

To be future-ready, the content should undoubtedly be structured, purposeful and granular. But the core work cannot be done by an information architect. Most of the available highly structured content is too technical and utilitarian for the mainstream web crowd. This is because the editorial side, the experiential side, and the part that lends life to the content are left behind.

Future-ready content is about seeing your business goals through the lens of meaning and storytelling and building relationships across subjects. Through effective trendspotting and scenario planning, we create and manage content in a way that endures, wherever the future leads us.