The 95%THINKING ABOUT HOW THE REST OF THE WORLD

THINKS

How many of you

expect to continue to

work with people from

other countries in your

lifetime?

How many hope that

goes well?

Culture Matters

Outline

• The roots of culture

• How culture drives behavior

• Ways to measure the differences between

cultures

• Thoughts about applying the ideas

In-group versus Out-group i s b io logy

At the very basic level, those in an

In-group can eat and reproduce.

It is a zero-sum game where outsiders

threaten the survival of the In-group

and so are treated with hostility.

The ro le of cul ture for Human In -Groups

In-groups provide protection in exchange for loyalty and in humans, a sense of identity.

Culture is learned not

inherited

Foundations of Culture

America has the world’s best known culture

Not to be confused with dominant

There are more

people living

inside this

circle than

outside of it.

How to think about it

Experiences/Objects are Universal

Culture is our filter for understanding

Latin cultures: Black =

Fear, Anger & Grief

Chinese culture: Black =

Powerful & Expensive

Latin cultures: Black = Fear, Anger Grief

Chinese culture: Black = Powerful & Expensive

Anglo culture: White =

Purity & Happiness

Korean culture: White =

Death & Mourning

In the US, a person standing alone is likely

seen an independent free thinker, on his

own path. This is positive.

In Japan, the same image likely conveys

being without support and lonely. This is

negative.

Measuring the

differences between

cultures

About measuring differences

There are a variety of tools

We will talk about an influential

one: Geert Hofstede’s

Dimensions of Culture

There are more

Hofstede and the IBM Survey

Geert Hofstede analyzed surveys from 40,000 IBM employees in 70 countries and started to see patterns in the answers that were country based. Creating what he calls Dimensions of Culture

Hofstede’s Dimensions of Culture (100 point scale)0 100

more

egalitarianembraces

hierarchy

collectivist individualistic

nurture more

important

power more

important

comfortable

with ambiguityambiguity

creates anxiety

put short-term

goals first

put long-term

goals first

happiness can

be bad

happiness

is always good

Hierarchy is contextual: members

are comfortable with questioning

authority.

Power Distance

Hierarchy is positive: authority is

rarely questioned and the powerful

are responsible for the good of all.

Collectivism/Individualism

Individualism: my needs and

interests as an individual are usually

my first concern.

Collectivism: the needs and

interests of my group are very often

my first concern.

Feminine/Masculine

Nurturing, and concern with the needs

of others is highly valued. Power is

shared.

Having power in relationships is most

valued. Gender roles are defined and

women are more likely to nurturing.

Uncertainty Avoidance

Comfortable with uncertainty Uncertainty creates behavior

altering anxiety

Long-term Orientation

Short-term orientation: daily

revenue from a fast food franchiseLong-term orientation: lifetime

revenue from a walnut grove

Indulgence

There are good reasons to be

pessimistic and restrained.There are good reasons for

optimism and extraversion.

Example:

Plotting Individualism versus Uncertainty Avoidance

Less

Comfortable

with

Uncertainty

Collectivist

More Comfortable with

Uncertainty

Collectivist

More Comfortable with

Uncertainty

Individualist

Less Comfortable with

Uncertainty

Individualist

Hofstede’s Dimensions of Culture (100 point scale)0 100

more

egalitarianEmbraces

hierarchy

collectivist individualistic

Nurture more

important

power more

important

comfortable

with ambiguityambiguity

creates anxiety

Put short-term

goals first

Put long-term

goals first

happiness can

be bad

happiness

is always good

Now an example

USA by the numbers

Dimensions that make Americans AmericanIndividualism

Masc/Femi

Long-term Orientation

Indulgence

High Individualism: A culture steeped in the narrative of the individual

Masculine: America is a culture driven by achievement, progress and winning.

Short-Term Orientation: A culture of the stock market and 15 minutes of fame

High Indulgence: Happiness is key to the American experience.

The American Story in Advertising

The American Story in Advertising

How the stories can differ

Wait. Predict. Regain confidence.

A Simple Comparison

US versus China

In the spider chart, we can compare the US and China, and see interesting and telling differences and similarities.

US China

US: High Individualism/Short-Term Orientation

China: Collectivist/Long-Term Orientation

Nearly identical Feminine versus Masculine

China Bar Chart

Power Distance

Individualism

Long Term Orientation

Indulgence

Man who defeats oppressors: American version

Man who defeats oppressors: Chinese version

A Complex Comparison

US versus UK

US UK

US and UK have very similar cultural dimensions.

Yet we know there are significant cultural differences. Why?

For UK/US differences the World Value Survey is a place to look.

US score on expressing competitiveness is much higher.

Classic US Compete Campaign

Deliver the right content

UK Compete

Applying the ideas

to your work

How do Cultural Dimensions affect

Global Advertising Campaigns?

Story:Collectivist

Or Individualistic?

What level of

Uncertainty

Avoidance?

Voice:Feminine to

Masculine scale

Long or Short

Term

Orientation

Tone:Indulgence

versus Restraint

Power Distance

Management

and Chan

Summary

Understanding the power of the differences among cultures creates

advantages for you as a thinker

and increases effectiveness of your work.

ResourcesHofstede Websites:http://www.geerthofstede.eu/

http://geert-hofstede.com/national-culture.html

World Value Survey Website:http://www.worldvaluessurvey.org/index_html

Our email and social

Jeffrey.Foster@Wunderman.com Twitter: @Eljeffrai