Cross-cultural differences in colour meanings are sometimes the least of our worries when communicating internationally. I have just finished off an article which is to appear in the next edition of Winning EDGE magazine for the Insitute of Sales and Marketing. In it, I caution marketers to know their target audience as different cultures ascribe various meanings to colours. How easy is it to convey the wrong meaning by getting colour choice wrong? 

White in the west symbolises brides, angels, good guys versus funerals and death in the East; black in the West symbolises death, funerals and bad guys versus a colour for young boys in China and restoring balance in Chakra energy (Indian medicine). Then I went on a hunt to find out more. This is what I found out…

Why is it that serious attempts at sharing knowledge across
cultures frequently end in frustration, disappointment and a sense of aggrievement on all sides?

The problem is that people from different cultures have fundamentally different beliefs about the proper roles of bosses and subordinates, teachers and students, and even about the nature of knowledge itself.

There is a deepening and increasing inequality between men and women
in Italy. The cause of the probelm is being firmly laid at the feet of the Italian Prime Minister, Belusconi.  Equality campaigners have suggested that the continual portrail of women in the media in a demeaning and  sexualised fashion has set back their cause by at least 150 years.

 Having been brought up in the UK and witnessed (albeit I was very young at the time) the women’s liberation movement and bra burning antics of young female students, I thought Britain had a gender-equal society.  It wasn’t until I went to work in Finland, about 15 years ago, that I realised how unequal British society was. It therefore came as no surprise when I heard that the top places in the Global Gender Gap Index went to Norway, Finland, Sweden and Iceland.  However, finding Italy in 67th position (lagging behind Chile and Azerbaijan) was quite a shock!   Why not check out where your country fits in the league table?   You may be in for a few surprises.

Bribery & Corruption: how things get done around the world.

Since 1995, Transparency Internationl have produced a comparision of 180 countries by their perceived levels of corruption. Denmark is seen to be the least and Somalia the most corrupt currently. Check out your country’s perceived level of corruption.

Ask yourself these questions about corruption:

• What is it?
• Can you find reasons to justify it?
• Where do you think the money/gifts go?
• Why could people from a ‘corrupt’ society be suspicious of you?

Difficult questions to answer as your answers depend on the culture you are accustomed to. The trouble is, what is considered corruption in one country is perfectly acceptable in another. Also, we tend to ‘judge’ other countries by our own experiences and norms. When working in the Middle East, I was amazed to learn that those who come from a culture where ‘oiling the wheels’ (bribery) is comon place look suspiciously on those that do not adhere to that practice. They find it difficult to understand the motivation behind someone whose purpose is to carry out their job well – because it’s their job.

Read about my experiences below and check out the Corruption Perception Index to see how corrupt your country is perceived to be in relation to the rest of the world.

I got the following story from David Willoughby, a freelance writer now living in Tokyo:

Whilst in Japan, I happened to find myself seated next to another foreigner who recognised me from the gallery event we had both just attended. We chatted amicably for a while … A little while later, he stood up to leave. “If you like art,” he said to me, almost as an afterthought, “you might be interested in this.” And he nonchalantly tossed onto my table his business card on which he had biro’d the details of some upcoming event he was attending.

It wasn’t just the contrived nature of his networking spiel that made the exchange so unforgettable, it was in the small details. It was in the way in which he dealt his card onto the table rather than to me directly, minimising the chance that it might be rejected. It was in the fact that he waited until the final seconds of our encounter to produce it so that neither of us would have to endure the awkwardness of the moment. Before I had a chance to digest what was written on the card he had vanished.

The exchange would have been amusing for any watching Japanese who are, of course, far more comfortable with the use of business cards, or ‘meishi’. In the West, business cards are strictly for networking and careful consideration must be made about if and when to proffer the card – not so in Japan.

www.tokyoartbeat.com

Find more information about cross cultural differences in the exchange of business cards by clicking on the following links:

Top Ten Tips on passing business cards with cultural fluency

Japan: everything you need to know about business card ‘meishi’ etiquette

U.S.,  Britain, Australia: Business Card Etiquette

The art of business card giving: an East West perspective

In the global commercial world you can’t survive without a business card. A business card is the thing that consolidates ‘who you are’, gives you a ‘proper’ identity and tells the world that you are ‘open for business’. However, people around the world project different meanings on the exchange of cards doing it, therefore, in different ways.

In some cultures, the exchange symbolises the beginning of a relationship. The most ritualistic and sensitive to the practice of business card exchange are the Asian countries (Japan and Korea in particular). Perhaps the least are the British/US/Australians where NO significance whatsoever is attached to the exchange – it’s merely a function of giving someone your details – a reminder.

If you want to ensure that you don’t offend, read the Top Ten Tips below and the special section on Japan and the other on US/Britain. Instructive and comical videos included:

When in Rome, do as the Romans do!  “

That’s the way we say it in English. Originally from Chinese, this Japanese saying means: “In a village do as the village does.”  That’s my best advice for a successful foreign trip. Here are other tips on intercultural communication, cross-cultural differences and how to get the best out of your foreign visit.

1. Remember -there is no right, no wrong – just different. Sometimes different can mean better!
2. Try and learn a few words and phrases of the language, before you go.  Knowing common greetings is always a sign of courtesy.
3. Be observant. Watch how others behave and adapt your style accordingly.
4. Not all countries use ‘please’ and ‘thank you’ the way we do in the English language. Saying thank you to a close friend can be a bit insulting in some cultures – indicating that you are not close at all. Not sure? Then ask.
5. Learn something about the culture of the country you are visiting.  That will help you to ‘acclimatise’ more easily.
6. Research the dress code of the county, especially when visiting the Middle East. Women should be modestly dressed in most cultures other than the ‘West’. Asians are more formal than Americans, but Japan is more formal than other Asian countries. Saudi Arabia is extremely strict on women’s clothing – you must wear a long black robe and have your face and head covered by av eil.
7. Do be sensible if you are travelling between very different climates. The round trip from London to Dubai, via a few days in Helsinki, can play havoc with your health.
8. Learn how you should address people before you go. Africans are very conscious of people’s status. You might want to treat everyone as an equal, but they might expect some respect from you (especially government officials).  Also, others may be humbled in your presence.
9. Gift giving is notoriously difficult to judge; best phone the embassy at home to be sure or consult your own diplomats when abroad.
10. Find out what the local speciality dishes are and decide whether you will try them – go on – have a go! We tried “Ants in the tree” when we were in Malawi: delicious! And, No! It wasn’t ants.
11. An inquiring mind, patience, and the genuine wish to learn from other cultures will provide you with insights about yourself and everyone around.
12. Finally, travel with a sense of wonder, enthusiasm and excitement and this will provide you with the attitude to enjoy your experiences.

 Many people ask whether humour travels – sometimes it does, but more often than not it gets seasick on the way. Here are 10 things to consider on the topic of intercultural humour:

1. Humour gets rather seasick when it travels! Don’t be surprised if foreigners don’t laugh at your jokes
2. Each culture has its own sense of humour. Be aware of the types of humour appreciated by various cultures; irony, slapstick, linguistic, etc.
3. Some cultures have humour that seems infantile to others, or even grotesque!
4. Most cultures have a ‘type’ or a nation who are the butt of their jokes. Ask about that when you are on your travels.
5. Humour can be about nuances which are too subtle for other cultures
6. Humour often involves wordplay and colloquialisms
7. Different cultures have preferences for humorous topics; family, mother-in-law, politics, religion, sexist, blondes, etc. Be aware that what is acceptable in one culture is often very offensive in another. Listen and learn!
8. Some cultures use humour to diffuse tense situations
9. The ability to laugh at oneself is appreciated in some people, but astonishes others. How can you belittle yourself?
10. Don’t start your business presentation with a joke unless you are certain this is acceptable.  Many cultures believe it shows disrespect and demeans the event.

The Finnish-British Chamber of Commerce organised a lecture together with the traditional Shrove Tuesday Lunch at Garbo’s Restaurant with over 30 participants.  Dr. Deborah Swallow, a cross culture specialist from 4C International Limited, gave us a presentation on how to present internationally.

According to Deborah Swallow presenting to international audiences has its own tricks. One should always keep in mind the expectations of the audience. Cultural differences in the audience affect greatly how people react to the presentation and whether or not the message of the presentation is received.

According to Dr. Swallow adapting your way of presenting according to the audience is the key in communicating the message properly. Understanding the differences is important because we need to meet the expectations of our listeners. Whether we want to sell a product or a service or introduce a change in working practices, we need to create rapport with our target audience.

The history of every culture shapes the way of communication for example; many of us can for example recognize the basic difference between the Finns and the Brits. Finns as Members of Nordic countries are concentrated on fact-based propositions while a British audience is instead eager to hear the benefits offered to them. In Nordic countries the communication is very informal when in the UK the titles are very important. A Finnish audience is also much quieter compared to a British one.

An audience is rarely an example of the two extremes, but rather somewhere between them. But one should be aware of whether your audience comes from an individualist or collectivist background, whether they think conceptually or associatively, and whether their language is expressed by doing, thinking or being.

According to Dr. Swallow Finnish people are seen to rely rather on logic with their attitudes and thinking than with emotional appeals. One should still keep in mind that emotions are an important part of communication in many cultures. For instance with Latinos you’ll have to win the hearts of the listeners instead appealing to their logic. Americans love giving powerful and emotional presentations. They aim to tell stories that appeal to the listener’s emotions. “Tell a story to your audience because it will last more than facts”- they believe.

Dr. Swallow also gave us few good tips of the usage of humour in international presentations. In the USA it is common to start a business presentation with a joke and it is a good way to break the ice. The French enjoy playing with language and admire those who can make linguistic jokes in French. In Britain humour is often used to connect with the listener and to create a rapport or to soften a conflict or a crisis. In contradiction, Germans dislike humour in serious business contexts and in Japan humour might be seen as a lack of respect for the situation.

However, Dr. Swallow advised us Finns to appeal to the minds and hearts of our international audiences and to keep in mind that being different does not mean being better or worse!

Finn-British Chamber of Commerce (published March 2009)