Multicultural identity: developing comprehensive understanding of multicultural identity, its aspects and influence on business adaptability and sustainable brands

This chapter aims to develop a comprehensive understanding of multicultural identity, its aspects (communication barriers, norms and roles, beliefs and values, stereotyping, ethnocentrism and globalisation) and its influence on business adaptability (multicultural communication and cultural intelligence) and sustainable brand. Practitioners and researchers have recognised the significance of multiculturalism, and noticed its connections to intergroup relations, mental health and academic and occupational success.