In modern society, workforce diversity and globalization are the most talked about trends. Since businesses associate with different businesses all around the world, communicating under conditions of diversity where the sender and receiver are part of different cultures is a major challenge. Ethnocentrism easily affects the communication in at least 3 major ways.
- It may cause someone to not listen well to what others have to say
- It may cause someone to address or speak with others in a way that alienates them
- it may lead to the use of inappropriate stereotypes when dealing with persons from a different culture.